Analyzing Factors that Effecting Tourism Demand of Zhejiang Tourist Festival, Based on 2019 Xitang Hanfu Cultural Festival Using SEM Method

Abstract

A typical case of festival tourism in Zhejiang Province, the Xitang Hanfu Cultural Festival, was selected. A questionnaire survey was conducted in the field, and the sample data were subjected to factor analysis and reliability testing with the help of statistical analysis software SPSS and AMOS, and structural equation modeling was applied to verify the hypotheses of this paper. The data analysis of the empirical study shows that: 1. festival tourism tourists' perception has a significant effect on festival tourism satisfaction, while supporting facilities, information and consultation, shopping environment, external environment, price factor, and festival experience have a significant effect on festival tourism satisfaction; 2. supporting facilities, external environment, price factor, and festival experience have a significant effect on festival tourism loyalty, while information and consultation, and shopping environment have no significant effect on tourism There is no significant effect on tourism loyalty; 3. There is a significant positive relationship between tourism satisfaction and loyalty. The study of the relationship between tourist-centered perceived value and tourist satisfaction and loyalty has guiding significance for the development and development of festival tourism in Zhejiang Province.