Impact of tourist photography motivation on flow experience and post-tour behavior intention
LIANG Yuelin1， LIU Xiaohua2
(1.School of Economics and Management， China University of Geosciences， Wuhan 430078， China；2.Modern Management School，Zhejiang Industry&Trade Vocational College，Wenzhou 325003，Zhejiang，China)
Abstract：Photography is an important part of modern tourism activities， with great significance for tourism experience and tourism memory. Photography is also the aesthetic expression of tourists' perception of the tourism landscape， and photographing and sharing of tourism photos plays an important role in the marketing and publicity of tourist destination image. Based on the literature review， an index system of tourist photography motivation measurement was established. According to the S-O-R model， a relationship model of tourist landscape perception， tourist photography motivation， positive mood， flow experience and post-tour behavior intention was constructed， taking photography involvement as the regulatory variable and Tanhualin Historical and Cultural District as the case site. The results are as follows. 1)Tourist photography motivation consists of three dimensions： record and demonstrate， enjoy and develop， and social connect. 2)Landscape perception has a significant positive impact on tourist photography motivation and experience. 3)Tourist photography motivation has a significant positive impact on flow experience， and flow experience has a significant positive impact on post-tour behavior intention. 4)Positive emotion has a mediating effect between photography motivation and flow experience. 5)Photography involvement positively regulates the relationship between photography motivation and flow experience. Finally， suggestions are put forward for the management and development of historical and cultural district.
2023, Vol. 57 
