A Study on The Relationship Between Consumption Value, Satisfaction, Destination Image and Tourists' Behavior Intention of Food Souvenirs: A Case Study of Zhangzhou Food Souvenirs

Abstract

With the rise of gastronomic tourism, local cuisine plays an increasingly important role in the local tourism economy. Local cuisine is not only a symbol of the destination's food culture, it can also bring tourists a richer sensory and cultural experience, to meet the personalized experience needs of tourists. Creating a special food product with local taste and shaping a unique food destination image, not only help to maintain and enhance the competitiveness of the tourist destination, but also stimulate tourists to revisit and repurchase. Zhangzhou's tourism industry is relatively not very developed, and in recent years it has been affected by the epidemic, Zhangzhou's tourism industry is not as good as before, in order to make Zhangzhou's tourism development more stable and improved, Zhangzhou needs to open up a new tourism development path and create gastronomic tourism with Zhangzhou characteristics. The purpose of this study is to explore the relationship between tourists' consumption value, tourist satisfaction, destination image and tourists' consumption behavior of Zhangzhou food souvenirs. In this study, an online questionnaire survey was conducted on tourists who had visited Zhangzhou in the past one month by means of convenient sampling, and 448 valid questionnaires were returned, and SPSS and SmartPLS were used to analyze the relationship between quality value, price value, health value, emotional value, social value, tourist satisfaction and destination image and tourists' behavioral intention to revisitIt was concluded that quality value, emotional value and social value would affect tourist satisfaction, and tourist satisfaction would affect destination image and tourists' behavioral intention. There was a positive influence relationship between destination image and tourists' behavioral intention. This study puts forward some suggestions for Zhangzhou's tourism industry, which is conducive to improving the competitiveness of Zhangzhou's tourism industry.