An Empirical Study On The Influence Of Local Food Tourism Motivation On Tourist Satisfaction And Behavior Intention

With the rapid development of industrial economy and social economy,as well as the arrival of the leisure era,food tourism has gradually emerged and attracted widespread attention from scholars at home and abroad.Local food tourism has received relatively low attention,so research results appear even thinner.Although there have been studies on the relationship between the motivation of food tourism and satisfaction and behavioral intention,there is almost no research on satisfaction and behavioral intention from the perspective of local food tourism motivation.Local food tourism places more emphasis on locality,and tasting local food from tourism destinations can be considered as local food tourism.At present,there is no scale specifically designed for local food tourism in China.Therefore,this article chooses this research direction in order to find a motivation measurement scale suitable for local food tourism in China through literature analysis and empirical research,based on previous research,and broaden the perspective of relevant research in theory,in order to provide reference for other scholars.The main research methods used in this article are literature analysis and statistical analysis.Through literature analysis,this paper clarifies the current research situation of food tourism and local food tourism,and proposes 13 research hypotheses for this article.According to the literature review and related theories,and taking Ya’an as the research case,local food tourism scale,satisfaction scale,and behavioral intention scale were designed.The questionnaire survey method was used to collect data on tourists’ local food tourism motivation,post tourism satisfaction,and behavioral intention.Subsequently,SPSS22.0 statistical software was used to conduct empirical analysis on the collected questionnaire data using factor analysis,correlation analysis,regression analysis,and so on.The main conclusions of the study are as follows:(1)Tasting food,culture and communication,and exciting experiences directly affect satisfaction,while leisure and relaxation,ingredients and appearance have no significant impact on satisfaction.(2)Tasting food,culture and communication,exciting experiences and leisure relaxation directly affect tourists’ behavioral intentions,while ingredients and appearance have no significant impact on behavioral intentions.(3)Tourist satisfaction significantly affects tourist behavior intention.Finally,based on the data analysis conclusions of the survey questionnaire,combined with the current situation of food resources and food tourism in Ya’an,this article puts forward some feasible suggestions,and summarizes and prospects the shortcomings of the research content.