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Research on Tourists' Satisfaction and Behavior Intention of “Harvest Festival” in Qinba Mountain Area

ZHAO Ziyue;WANG Yi;GUO Meng;Shangluo University;  
“China Farmers' Harvest Festival” is the most attractive and influential agricultural celebration in recent years. September is the harvest season, which not only shows the labor achievements of farmers, rich spiritual and cultural life and diversified cultural products, but also attracts a large number of tourists to participate in the activities. Through the construction of structural equation model,this paper makes an exploratory study on the effect of tourists' participation in the“Harvest Festival”,the experience and cost of activities, the relationship between tourists' satisfaction and behavior intention. The results show that the experience of tourists participating in the“Harvest Festival”activities has a significant positive impact on tourists' satisfaction and behavior intention. The cost of tourists participating in the“Harvest Festival”activities has a reverse impact on tourists' satisfaction and behavioral intention. It can be seen that the better experience of tourists and the lower cost makes it easier to achieve the tourists' expectations, and strengthen their satisfaction and behavioral intention.However, the effect of tourists' activities on tourists' satisfaction is not significant enough. Therefore, it is suggested to improve the infrastructure construction of activity venues continuously, to improve the service level and expand the brand influence of tourism project itself, to increase the two-way experience projects of tourists and enhance the participation of tourists in the process of experience, and to reduce the cost and improve the satisfaction of tourists.
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