Research On The Influence Of Social Crowding On Tourist Consumption Behavior

Due to the impact of the novel coronavirus pandemic,the overcrowding caused by revenge travel has drawn the spotlight.The conceptual model and data collection were established through literature analysis and questionnaire survey,and the structural equation model was used to test the influence of social crowding in three different types of scenic spots(natural sightseeing,cultural theme,performing arts theme)on tourists’ consumption behavior(withdrawal behavior,compensatory consumption and experiential consumption)and their differences.The results show that: First,social crowding has a significant positive impact on tourists’ withdrawal behavior and compensatory consumption,but has no significant impact on experiential consumption.Moreover,the explanatory coefficient of social crowding on withdrawal behavior is 0.63;the explanatory coefficient of compensatory consumption is 0.48,and the explanatory coefficient of experiential consumption is negative-0.04,which indicates that tourists are more likely to produce withdrawal behavior and compensatory consumption in crowded scenic spots,and are less likely to produce on-site experiential consumption.Second,emotional intelligence significantly mediate the relationship between social crowding and tourist withdrawal behavior and compensatory consumption;However emotional intelligence cannot mediate the influence of social crowding on tourist experiential consumption,which explains the realistic paradox of "enthusiastic queuing" of Chinese tourists.Third,the type of scenic spot significantly moderates the relationship between social crowding and withdrawal behavior and compensatory consumption behavior,but has no significant moderating effect on experiential consumption.Relative to the performing arts-themed scenic spots,Cultural-themed social crowding is more likely to cause tourists to retreat behavior.Wihile compared with the cultural-themed scenic spots,the social crowding of natural light scenic spots ismore likely to cause tourists to retreat behavior.Relative to the performing arts-themed scenic spots,Cultural-themed scenic spots are more likely to cause tourists’ compensatory consumption behavior,Compared to the cultural-themed scenic spots,the social crowding of natural sightseeing scenic spots is more likely to cause the compensatory consumption behavior of tourists.The explanatory coefficient of social congestion on experiential consumption varies with different types of scenic spots The explanatory coefficient of natural sightseeing scenic spots is negative and the minimum value is-0.13,followed by that of cultural theme scenic spots is-0.01,and that of performing arts theme scenic spots is positive and the maximum value is 0.08.This shows that performing arts-themed scenic spots are more likely to produce experiential consumption.The research provides certain theoretical support and contribution for the capacity management of scenic spots and the improvement of tourist experience quality.