An Empirical Study on the Influencing Factors of Tourists' Cultural Tourism Decision-Making

Abstract

. A total of 500 tourists with cultural tourism experience or motivation were investigated, of which 466 were valid. Using SPSS 19.0, the factors Pearson correlation and regression analysis were carried out on the data collected from the questionnaire. The results showed that tourist's cultural tourism decision was influenced by five factors: publicity, price level, cultural connotation, environment atmosphere and emotional demand. And these five factors have significant correlation with tourists' cultural tourism decision-making. Only by strengthening the propaganda and promotion of cultural tourism, excavating and promoting the cultural connotation of cultural tourism scenic spots, creating a good atmosphere of cultural tourism environment and perfecting the price forming mechanism of cultural tourism market, can the quality of cultural tourism decision-making be improved.