Analyzing factors that effecting on tourism demand in zhejiang tourist festival, based on 2019 xitang hanfu cultural festival using sem method

Abstract

With the growth of the contemporary econothe single tourism is not enough to meet the needs of consumers, and the vigorous development of festival tourism has become an important export of tourism in Zhejiang Province nowadays. Based on the previous research on tourism satisfaction, loyalty and behavioral awareness, this paper selects a typical case of festival tourism in Zhejiang Province - Xitang Hanfu Cultural Festival analyzes the problems of Xitang Hanfu Cultural Festival, and then understands the development problems of the estival tourism in Zhejiang Province from the case. The questionnaire survey was conducted in the field, and the sample data were subjected to factor analysis and reliability testing with the help of statistical analysis software SPSS and AMOS, and structural equation modeling was applied to verify the hypotheses of this paper. The data analysis of the empirical study shows that: 1. festival tourism tourists' perception has a significant effect on festival tourism satisfaction, while supporting facilities, information and consultation, shopping environment, external environment, price factors, and festival experience have a significant effect on festival tourism satisfaction; 2. supporting facilities, external environment, price factors, and festival experience have a significant effect on festival tourism loyalty, while information and consultation, and shopping environment have no significant effect on tourism There is no significant effect on tourism loyalty; 3. There is a significant positive relationship between tourism satisfaction and loyalty. 4. Festival tourism satisfaction, and festival tourism loyalty has a significant positive effect on behavioral awareness. Based on the analysis of the data, this paper makes the following suggestions for the development of festival tourism in Zhejiang: increase the investment in the construction of tourism-related facilities in Zhejiang to guarantee the development of festival tourism; find new ways of media communication and strengthen the publicity; and accelerate the development of festival tourism cultural products.