A Study on the relationship between the cultural atmosphere of scenic spot name and tourist behavior intention in cultural tourism cities
In the pursuit of enhanced preservation of the remarkable geographic name culture and the fostering of a synergistic progression of culture and tourism, a novel empirical investigation was undertaken, informed by the Stimulus-Organism-Response (SOR) theory. This investigation involved the construction of a Structural Equation Model (SEM), examining elements such as Cultural Atmosphere, Tourist Perceived Value, and Tourist Behavioral Intention. The geographical focus of the empiric research was Baotu Spring, situated in Jinan, China. The study was conducted over the course of October 2021, and encompassed 415 participants, tourists hailing from various provinces across China. The response rate achieved was a robust 92.22%. Model analysis results indicated a path coefficient of 0.33 between Basic Atmosphere and Tourist Perceived Value, a coefficient of 0.36 between Core Atmosphere and Tourist Perceived Value, and a coefficient of 0.29 between Value-added Atmosphere and Tourist Perceived Value. A superior Cultural Atmosphere at the scenic location corresponded to more favorable evaluations of Tourist Perceived Value. Furthermore, a robust path coefficient of 0.83 was observed between Tourist Perceived Value and Tourist Behavior Intention, signifying that a higher Tourist Perceived Value was associated with more positive Tourist Behavior Intention. A crucial finding was that Tourist Perceived Value operated as a complete mediating factor between the Cultural Atmosphere of the scenic spot names and Tourist Behavior Intention.
» Publication Date: 05/04/2024
» Source: Springerlink
