A Study On The Imagery Of Night Tourism In Guiyang And The Behavioral Willingness Of Tourists

With the promotion of nighttime economy and the need for high-quality tourism development,the phenomenon of urban nighttime tourism is becoming increasingly common and has attracted research attention from scholars at home and abroad.As the capital city of Guizhou Province,Guiyang is vigorously promoting the development of night tourism amidst the wave of night tourism.However,at present,night tourism in Guiyang is still in its early stage of development,with shortcomings in theoretical research,product development,and operational models,and a lack of attention to the behavioral characteristics of night tourists.In order to meet the high-quality and personalized nighttime tourism needs of tourists and avoid homogenization of nighttime tourism,it is necessary to study nighttime tourism imagery and behavioral intentions from the perspective of tourists.Based on this,this study is based on tourism imagery theory,engagement theory,and cognitive psychology and behavioral theory.Combining literature review and interview surveys,a scale is designed to construct a research model.Structural equations are used to quantitatively analyze Guiyang night tourism imagery,tourism engagement,satisfaction,and behavioral intention from a tourist perspective,and to explore the relationship between night tourism imagery and tourist behavioral intention.The research results are as follows: 1.Night tourists in Guiyang are mainly middle-aged and young,with generally high cultural literacy;Tourists in the province choose to participate in night tourism activities with family and friends during weekends and holidays,while there are relatively few night tourists outside the province.Night dining experience,sightseeing,shopping,and entertainment activities are highly favored by tourists;2.The imagery cognition of night tourists in Guiyang ranges from high to low,including night landscapes,night activities,local humanities,and service facilities;The average self-expression of tourists in tourism is the highest,followed by centrality and attractiveness;The tourist satisfaction index is average,and the willingness to recommend is higher than the willingness to revisit.3.There is a significant impact relationship between nighttime landscapes,local humanities,night tourism activity imagery,tourism involvement,and behavioral willingness;The assumption of service facilities and their paths is not valid.Night tourism activities,service facility imagery,and satisfaction have a significant impact,while the impact of night landscapes,local humanities,and satisfaction is not significant.4.The involvement of nighttime tourism plays a partial mediating role in the relationship between nighttime landscapes,local humanities,nighttime activity imagery,and tourist behavior intentions;Satisfaction plays a partial mediating role between nighttime activities,service facility imagery,and behavioral willingness.The chain mediation of tourism involvement and satisfaction can better influence tourists’ behavioral intentions through nighttime landscapes,local humanities,and nighttime tourism activity imagery.Based on the research conclusions,this study proposes the following suggestions for the development of night tourism in Guiyang: 1.Do a good job in segmentation of the tourist market and implement a differentiation strategy;2.Focus on creating tourism images and optimizing the night tourism environment in Guiyang;3.Widen the promotion of night tourism and strengthen the involvement of night tourism;4.Improve visitor satisfaction and strengthen willingness to travel at night.