Formation and evolution of memorable experiences in heritage tourism from perspective of cognitive-emotion:A case of Pingyao Ancient City
Helping tourists to create memorable tourism experiences is a central task in achieving sustainable development for cultural heritage tourism destinations.The existed researches on tourism experience show a trend of shifting from static structural exploration to dynamic process analysis.Thus,in this paper,we construct a research framework based on cognitive-emotional-behavioral theory,and analyze survey data with the help of structural equation modeling and hierarchical linear modeling,to investigate the multi-level influence of cognition,emotion and time on the memorable tourism experiences comprehensively.It is found that:1)At the same time stage,tourists'cognition to the functional attributes of heritage sites and place attachment more significantly affect the memorable tourism experiences.2)With the pass of time,the memorable tourism experiences fluctuate,showing a complex change of being weakened for a short period of time,activated at a certain time,and weakened again.3)At different time stages,the attributes of heritage sites play a regulating role in the dynamic changes of memorable tourism experiences.Exploring and grasping the path of post-tour experience formation and forgetting law will help strengthen and awaken tourists'experience memory,thus enhancing the revisit rate of the destination and achieving sustainable development.
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