A Study On The Relationship Between Visual Elements,emotional Experience And Tourists’ Behavioral Intention In Nostalgic Tourist Places Based On S-O-R Theory

As the pace of society accelerates,the uncertainty of the future increases,and the pressure of people’s lives gradually increases,people will gradually develop negative emotions such as panic,anxiety and insecurity,and in order to dilute such negative emotions,people often choose some way to escape from reality,and nostalgia is one way.With the rise of nostalgia,the phenomenon of nostalgia in various fields such as economy,society and culture is increasing day by day,and there are more and more nostalgic places constructed by visual images,and it has become part of people’s daily leisure to learn about nostalgic places and travel to them through new media.However,most of the current content studies related to nostalgia tourism focus on interventions from a single factor,and rarely discuss the influence of netflix fashion generated through new media on nostalgia tourism.Most importantly,the generation of tourists’ consumption intention is the result of multiple factors such as external factors and their own characteristics,and a single factor cannot effectively reflect the behavior pattern,so this study focuses on exploring the relationship between multiple factors and nostalgia/fashion and tourists’ loyalty as well as the formation mechanism of nostalgia/fashion consumption.Based on literature research,user interviews and metaphor extraction,the S-O-R model is used to construct a model of the main influencing factors of nostalgic tourists’ loyalty,a questionnaire survey is selected to obtain data,structural equation modeling is adopted to verify the hypothetical model,and suggestions are made from the perspective of design strategy and marketing management based on this,which promotes the flourishing of the constructive nostalgic fashion industry.First,this paper summarizes the theories related to nostalgia/fashion systematically by reviewing domestic and international literature.The factors influencing nostalgia/fashion include two categories: external and internal.The direct stimulus mainly includes gender,age,personality traits,as well as cultural and social factors.Indirect stimuli include visual appearance of architecture,intangible cultural content and new media narrative content.Intrinsic factors include nostalgic perception and fashion perception.Among them,external factors act on consumption behavior through intrinsic factors and emotional responses.Secondly,in-depth interviews and metaphorical extraction of factors influencing tourists by nostalgia/fashion are conducted based on the literature study.In this paper,we first conducted an open-ended questionnaire survey to clarify the topic of in-depth interviews,and then based on literature research,questionnaire survey results and keyword screening,we outlined the interview outline to interview respondents on the influencing factors of nostalgia/fashion,and also conducted metaphorical extraction interviews at the same time to find more critical contents,and the interview results analyzed that the external factors influencing nostalgia/fashion include visual symbols of architectural landscape,cultural symbols,and new media narrative features;internal factors include nostalgia perception and fashion perception;output factors are tourists’ loyalty.Finally,the definition of variables and corresponding variable measurement scales are clarified,and relevant hypotheses are proposed to construct a hypothetical model of the main influencing factors of tourist loyalty of nostalgia/fashion based on the S-O-R model.