Relationship between Tourists’ Involvement and Revisit Intention at Guangxi Detian Waterfall Destinations

Abstract

The 21^st century is the era of the experience economy. Tourism is the industry with the most development potential in the era of experience economy. All aspects of food, accommodation, travel, shopping, entertainment and other links provide tourists with a variety of unique experiences. In the fierce competition in the tourism market, how to improve the revisit rate of tourists has become an important subject. This research takes Guangxi Detian Waterfall as a case object, and conducts a research on waterfall tourists’ involvement and revisit intention. Through the collection of documents, the research status of tourists’ involvement and revisit intention is grasped, and the concept and measurement of tourists’ involvement and tourist revisit intention are analyzed. At the same time, on the basis of planned behavior theory, cognitive response theory and literature materials, a questionnaire was designed to investigate the tourists’ involvement and revisit intention the Detian Waterfall, and 484 people were investigated. According to the analysis of the collected data results, it is found that there is a significant positive correlation between tourist involvement and tourist revisit intention. Based on this, Detian Waterfall should improve the level of tourist involvement through importance of destination, pleasantness, individual tast, safety, and risk possibility, so as to enhance tourist revisit intention.