The Influence Of The Aesthetic Experience Of Flower Tourism On Tourists’ Revisit Intention

As a kind of attractive tourism resources,flowers not only have the external characteristics of natural aesthetics,but also are full of rich flower culture aesthetic value.As a special tourism aesthetic activity,the flower tourism has been gradually largescale,industrialized and popular,but the aesthetic appreciation in the natural environment is a complicated process,which is related to the aesthetic perception,aesthetic emotion and aesthetic value judgment of the tourists.In flower tourism activity,only focusing on the natural aesthetic characteristics of flowers can not meet the requirements of sustainable development of tourism.Therefore,how to make flower tourism become an interesting activity with both the ornamental nature of natural landscape and the humanistic connotation of flowers?How to change the status such as Lack of character for flower tourism,let flower tourism show rich social value and increase the rate of re-visit;And what is the formation mechanism of tourism aesthetic experience;With such questions,I began to think deeply.This paper takes flower tourism as the research object,integrates tourism aesthetic experience into S-O-R model,discusses the relationship between flower natural landscape,flower cultural landscape,scenic environment atmosphere,sensory experience,positive emotion,flower cultural aesthetic value and willingness to revisit,Take the cultural aesthetic value of flowers as the core and puts forward relevant hypotheses.For one aspect,according to the empirical research method,it explains the path of tourism aesthetic experience,verifies the degree of support of each variable hypothesis path,and proves the key role of flower culture aesthetic value.In addition,based on the intrinsic relationship of tourism aesthetic experience,this paper discusses the process of tourists’ natural aesthetic appreciation to stimulate the deep cultural aesthetic value under the tourism aesthetic activity of flower tourism,and explains the influence of this process on tourists’ willingness to their revisit intention,and also want to puts forward some suggestions for the sustainable development of flower tourism,if possible,we could puts more attention for the cultivation and promotion of flower culture.In this paper,the research data were obtained mainly by means of questionnaire survey and in-depth interview,556 valid data were recovered,and data analysis and model test were carried out by SPSS26.0 and Amos24.0.According to the research conclusion of this paper we know that:(1)In flower tourism activities,there are significant direct effects among the variables studied,and the research hypothesis and research model constructed in this paper are supported.(2)Both positive emotions and aesthetic value of flower culture can exert a positive influence on tourists’ intention of revisiting as intermediaries,that could also be said that sensory experience can influence tourists’ intention of revisiting,through positive emotions and aesthetic value of flower culture respectively.(3)Specifically,with in the tourism aesthetic experience,there exists a chain intermediary effect for sensory experience → positive emotion → aesthetic value of flower culture →revisiting intention,which can also think that the aesthetic value of flower culture plays a key role in the aesthetic experience of flower tourism.(4)In the differentiation analysis,although the overall average score of female tourist is higher than male tourist,there is only a slightly significant difference in the cultural landscape and cultural aesthetic value of flowers;However the age factor has significant difference in other variables except flower cultural landscape.