Research on the Relationship between Service Quality of Scenic Spots, Tourism Experience and Behavior Intention: Based on Taierzhuang Ancient City

Abstract

As an important carrier and symbol of cultural memory, the ancient city is not only an important place to construct and inherit historical culture, but also the most important cultural tourism destination today. The ancient city of Taierzhuang, known as the “No. 1 Village in the World,” is a famous 5A tourist attraction in China. It combines “canal culture” and “war culture” and has a strong international recognition. This study uses tourists in the historic city of Taierzhuang as the research object, and examines the link between the scenic spot’s service quality, tourists’ tourism experience, and tourists’ behavioral intention. The findings reveal that the scenic site service quality has a significant positive impact on tourist experience and behavioral intention, and that tourist experience has a significant positive impact on tourist behavioral intention. This study proposes various development ideas based on the research findings in order to increase the core competitiveness of the Taierzhuang ancient city scenic spot.