DOI: 10.15986/j.1008-7192.2018.04.009
With the development of China's cultural industry, the cultural and creative tourism has become one of the tourism types in China, for the culture is an important basis for the survival the sustainable development of cultural and creative tourism destination. However, there are few studies on tourists' revisiting intention of these places, especially the research on the development of cultural and creative tourism destination from the perspective of tourists. In this case, the paper makes an empirical analysis to explore the effect mechanism of tourists' motivations on their revisiting intention of the cultural and creative tourism destination based on the questionnaire surveying, the structural equation modeling and the mediating variables of the cultural contact. It is found that the tourist motivation for the tourists to visit the cultural and creative tourism destination has a significant positive influence on the cultural contact during the tour, and that the cultural contact during the tour acts as a partial intermediation between the tourists' motivation and their revisiting intention. The paper thinks that the cultural and creative tourism destination should pay attention to the resources exploration of local culture, build the knowledgeable, interesting and experiential products and attach importance to the cultural interaction of tourists and their experience quality in order to encourage a rapid development.
