| Cultural tourism is developing rapidly,museum tourism has become a trend of cultural tourism in the new era.The National Maritime Museum is the epitome of the dream of a maritime power and a new form of cultural tourism.The relationship between tourism experience and behavioral intention of the National Maritime Museum is discussed,so as to improve tourist satisfaction,improve tourists’ willingness to stay,recommend and revisit,promote the high-quality development of the National Maritime Museum,and drive the rapid development of the local economy.This paper takes the Tianjin National Maritime Museum as a case study,combines with the current research status at home and abroad,it is based on theories of experience economy,SOR theory and planning behavior.Construct a tourism experience evaluation index system by capturing the online text of tourists’ reviews,and investigates tourists’ tourism experience from five dimensions of aesthetic experience,marine culture experience,facility experience,entertainment experience and escape experience through field research and questionnaire survey,and analyzes its influence relationship on behavior intention.Use ROST CM software to analyze the high-frequency words in it,so as to have a comprehensive understanding of the real tourism experience of tourists,construct a tourism experience evaluation index system,conduct interviews with tourists,design relevant questionnaires,and put forward research hypotheses.In terms of data processing,SPSS26.0 software was used to analyze the reliability and validity of the pre-survey data,and the non-conforming data questions were deleted in order to form a formal questionnaire.Then,AMOS26.0 software tools are used to test confirmatory factor analysis and hypothesis models to explore the relationship and mutual influence of various dimensions.The study found that:(1)Different travel experiences have effects on behavioral intentions,aesthetic experience,marine culture experience,facility experience and entertainment experience have a significant positive impact on behavioral intention,while escape experience has no significant positive impact on behavioral intention;(2)Difference in travel experiences affect tourist satisfaction produce differernt effects,aesthetic experience,marine culture experience,entertainment experience and escape experience have a significant positive impact on satisfaction,and facility experience has no significant positive impact on satisfaction;(3)The mediating effect of satisfaction is different between different tourism experiences and behavioral intentions,and there are mediating effects between satisfaction in aesthetic experience,marine culture experience,facility experience,entertainment experience and behavioral intention,and there is no mediating effect in the path of escape experience,satisfaction and behavioral intention.Finally,according to the above analysis results,provide corresponding countermeasures and suggestions for the tourism development of the Tianjin National Maritime Museum.The first is to optimize the tourism experience,such as(1)shaping the aesthetic environment and giving full play to the aesthetic experience;(2)Edutainment,giving full play to marine cultural experience;(3)Improve service facilities and enhance the experience of tourists’ facilities;(4)Strengthen the richness of projects and enhance the value of entertainment experience;(5)Integrate high-tech elements to enhance tourists’ escape experience.The second is to strengthen the emotional experience of tourists and improve their satisfaction.The third is to stimulate tourists’ positive behavior intentions. |
