Translated Abstract
With the rapid development of tourism industry and the constant improvement of people’ material and cultural consumption level, people’s travelling concept gradually turn to diversification.The way of tourism and the focus on leisure activities also change constantly. Meeting the needs of recreationists and improving the tourism experience of recreationists can affect recreationists’ Behavioral Intentions.Which also become a key to travel destination’s survival and developing. In recent years, the historic district has become an important place where people can enjoy thinking history, killing their leisure time and chaseing the trend due to its strong cultural atmosphere. However, there are a lot of problems in tourism development of historic district such as the similarity of tourism development model and tourism products, the lower cultural connotation, and so on. Those problems make the recreationsist unable to get higher tourism experience. Therefore, tourism development of historic district is also difficult to achieve balance in two aspects of economic and social benefits. By taking historic district as the research subject, this paper analysised the effects of tourism experience on behavioral intentions from the perspective of customer experience. According to the conclusions, this paper proposed the corresponding practical suggestions.
Firstly, this paper introduced the research of theoretical basis, and analyzed the research status. Based on the existing research, the dimensions of tourism experience in historic district were analyzed. The conceptual model of tourism experience influencing behavioral intentions also was constructed. And on the basis of the conceptual model, 15 research hypotheses were put forward. Secondly, combining with the specific situation and drawing lessons from present studies, this paper designed observed variables and the questionnaire. The questionnaire was modified according to the preliminary investigation. Eventually, a field research was conducted in Xi’an Sanxue Street historic district and 407 valid questionnaires were received. Lastly, by using SPSS and AMOS, this paper tested the data quality of the questionnaire, and made status quo analysis of observed variables, including tourism experience, perceived value, satisfaction and behavioral intentions of the recreationists. After that, this paper verified the conceptual model and the research hypothesis, and then data analysis results are discussed.
Through the research, this paper concluded that: (1)estheticism experience, entertainment experience and education experience of recreationists would influence their behavioral intentions through perceived value and satisfaction; emotion experience of recreationists would influence their behavioral intentions through perceived value; exchange experience and escape experience of recreationists would influence their behavioral intentions through satisfaction. (2)as one of the most important type of tourism experience,education experience imposed largest effects on recreationists’ behavioral intentions. (3)there were individual differences between the tourism experiences of recreationists in historic district. Combined with the research findings, this paper put forward practical recommendations about the historic district tourism development and management.
Corresponding authors email
