The Influence of Heritage Tourism Destination Reputation on Tourist Consumption Behavior: A Case Study of World Cultural Heritage Shaolin Temple

Abstract

The increasing drastic competition between tourism destinations decides on only the sites with good reputation can attract more and more tourists. The tourism destination reputation will affect tourists’ choices before traveling and consumption behavior during traveling. In order to analyze tourist consumption behavior during traveling, this article initially builds a theoretical model of tourism destination reputation, tourist enjoyment, tourist memorability, and tourist consumption behavior. Then, 490 valid questionnaires are collected based on a field survey. Meanwhile, a basic sample information collection, reliability, and validity testing (confirmatory factor analysis) and testing analysis based on structural equation model are conducted on the collected data. The result of the confirmatory factor analysis shows that the tourism destination reputation is measured by five factors: catering, accommodation, landscape, culture, and recreation and entertainment; tourist enjoyment is measured by the feeling of joy and relaxation; tourist memorability is measured by emotional memory, expectation memory, benefit memory, and interest memory; tourist consumption behavior is represented by five indexes: willing consumption, urgent consumption, guided consumption, repeated consumption, and recommended consumption. The hypothesis testing shows that the heritage tourism destination reputation not only directly and positively influences tourist consumption behavior but also indirectly affects tourist consumption behavior through tourist memorability and the chain relationship between tourist enjoyment and memorability. Finally, some suggestions are put forward to improve the tourism destination reputation and tourist enjoyment and memorability.

Exploring how local cultural influences affect tourist conduct

“…Numerous studies within tourism literature have delved into the concept of destination image, with researchers exploring both the direct and indirect effects of destination image on behavioral intentions. The reputation of a tourist destination can significantly impact tourists' decisions before embarking on their trips and their spending behaviors during travel (Wang et al, 2021). However, in line with the findings of Quynh et al (2021), tourists' emotional experiences at tourist destinations influence their intentions to share word-of-mouth recommendations.…”

“…Sharma and Nayak (2019) found that destination image significantly influences tourist visits and intention to recommend the same destination to others. In the field of tourism, many studies have explored destination image, revealing both its direct and indirect effects of destination image on desired tourist behavior (Wang et al, 2021). The image of a location has a significant impact on tourists' choice of destination (Wang et al, 2021).…”

“…In the field of tourism, many studies have explored destination image, revealing both its direct and indirect effects of destination image on desired tourist behavior (Wang et al, 2021). The image of a location has a significant impact on tourists' choice of destination (Wang et al, 2021). Gunn and Var (2020) proposed a complex concept of attraction stemming from the excellence of tourism resources such as topography, social and cultural resources, historical sites, traditions, and local events.…”

“…The tourism image of a location plays a significant role in influencing tourist behavior when selecting destinations (Wang et al, 2021). Gunn and Var (2020) introduced the concept of an attraction complex, which is derived from the inherent advantages of the characteristics of tourism resources, including topography, social and cultural resources, significant historical sites, traditional elements, and local events.…”

Analysis of High-Quality Tourism Destinations Based on Spatiotemporal Big Data—A Case Study of Urumqi

“…One of the focuses of tourism-related study is the evaluation of the quality of different tourism destinations, which often comes from tourists' emotional perception of the destination [67]. This is different from previous evaluations of scenic area grades, which often have large discrepancies, i.e., tourists' emotional perceptions are not solely based on the size of the scenic area [68,69]. Therefore, based on Weibo sign-in big data, this study determined the degree of attraction of tourists to different tourism destinations using the positive evaluation content they posted while visiting the sites and the number of forwards and follows these posts generated [69].…”