2020 International Conference on Social and Human Sciences (ICSHS2020)

The Study on Constructing the Sense of Place &the Impact to Tourists Shopping Behavior in Tourism District----A Case in Mt Qingcheng -Dujiangyan Scenic Area

JunYi Wei and Yan Liu * School of tourism management Sichuan Agricultural University, Dujiangyan, China Corresponding author: Yan Liu, Email: [email protected] *corresponding author

Keywords: Place attachment; shopping experience; purchase intention

Abstract: This paper selected Mt.Qingcheng-Dujiangyan scenic area as study site, applied the Sense of place theory to develop five dimensionality including tourists’ purchase intention, shopping experience, place identity, place attachment as well as place dependence based on 20 indicators. The data was analyzed with SPSS19.0 and Amos21.0. The study have shown that: (1) There is a obvious positive correlation between shopping and 3 dimensions of tourists’ sense of place including place identity, place attachment and place dependence. (2) There is a distinguished positive correction between shopping experience and purchase intention. (3) The purchase intention is a key dimensionality on regulating tourists’ sense of place and shopping experience. Some recommendations have been offered accordingly.

1. Introduction Tourism is a comprehensive industry that composed by food, shelter, transportation, travel, shopping and entertainment. As one of the six elements of tourism activities, shopping has become the important force to promote the development of tourism, and its proportion in the total tourism revenue has become a sign to measure the maturity of tourism development(An, 2014). Compared with other tourism activities elements, shopping is tourists’ elastic demand, and the satisfaction of tourists' shopping experience is an important factor affecting their overall satisfaction(Chen, Xu, & Guo, 2013). It is found that tourist shopping experience is not only influenced by shopping environment (Yu, Chen, & Yin, 2015; Yüksel, 2007; Zhong & Liao, 2014), but also by commodity attribute characteristics such as commodity type, price, quality and diversity, store attribute characteristics such as location, decoration style and attraction(Kastenholz, Eusébio, & Carneiro, 2016; Suh & McAvoy, 2005; Ying-chun, Liang, Xiao-xiao, & Cheng-hao, 2017), service attribute characteristics such as service quality and reputation, and external factors such as store agglomeration, competition and public utilities(Castellanosverdugo, 2016; Suel & Polak, 2017). Tourists' sense of place has a positive impact on their shopping motivation, preference, satisfaction and loyalty(Qian, Su, & Zhu, 2010). Thus, the development of tourism shopping plays an important role in breaking the traditional industrial and strengthening the close cooperation and coordinated development of tourism and other economic industries(Shi, 2011). It is necessary to further explore how to make the shopping a pleasant experience for tourists. Based on the theory of sense of place, this paper explores the impact of tourists' sense of place on their tourism shopping taking Mt Qingcheng -Dujiangyan scenic area as the empirical research object, so as to make a beneficial exploration for the research of tourism shopping.

DOI: 10.38007/Proceedings.0000103 - 571 - ISBN: 978-1-80052-000-4 2. Theoretical Foundations and Hypotheses Development 2.1 Sense of Place and Shopping Experience Sense of place refers to the characteristics of the place and people's attachment to the place(Tuan, 1978), which is the product of the interaction between people and the place. This feeling is produced by the place and experienced by people. To some extent, it is people who create the place, and the place cannot exist independently of people(Steele, 1981). Recreationist will give special significance and value to these places after leaving recreational environment. Through the participation of recreational activities, there will be an emotional connection between the recreationists and the recreational sites, which will further affect the attitude and behavior of the recreationists towards these places and leisure service providers(Tang, 2007). Jorgensen and Stedman (2006) pointed out that the sense of place includes three dimensions: place attachment, place dependence and place identity. Williams and Patterson (1992) put forward the theoretical framework of place attachment, and designed a scale to measure the emotional connection between individuals and recreation places. Woosnam, Aleshinloye, Strzelecka, and Erul (2016) believe that emotion should be in the first place in the place attachment. Knez et al. (2018) demonstrated the relationship between place identity and the cognitive and emotional components of people's happiness.e Th stronger people's sense of place identity is, the more they can associate with their place. The stronger the memory of the place, the stronger the sense of happiness people feel at the scene. Scholars found that the main factors affecting the formation of tourists’ place attachment include tourists’ degree of specialization, the motivation and the frequency of using places, and tourism involvement(Kerstetter, Confer, & Graefe, 2001; Kyle, Bricker, Graefe, & Wickham, 2004; Moore & Scott, 2003). Veasna, Wu, and Huang (2013) found that the reliability of information and the image of tourist destination are the important factors affecting the place attachment. Yuksel, Yuksel, and Bilim (2010) constructed a structural equation model to measure the impact of place attachment on tourists' satisfaction and loyalty, and investigated the relationship between tourists' attachment to the destination and their satisfaction. Xiang, Ji-gang, and Geoffrey (2006) and Tang (2007) introduced the theory of place attachment into the domestic research, Tang, Zhang, Luo, Lu, and Yang (2008) discussed the relationship between the place attachment of ancient village residents and the attitude of resource protection, and the characteristics of tourists' sense of place were also discussed(Tang, Zhang, Luo, Yang, & Li, 2007). C. Liu, Zhou, Zeng, Lü, and Mao (2014) empirically analyzed the relationship between tourists' sense of place and tourism loyalty from three aspects of natural scenery, social culture and tourism function. Travel is an experience, in which people enter into an unfamiliar environment to seek excitement and pleasure. Tourism experience is the decisive factor for tourists' sense of place. If tourists feel unique local customs in the tourist destination, they will believe that this place is irreplaceable, and develop a strong sense of identity, so as to improve the rate of revisiting and their willingness to purchase the folk merchandise. To sum up, we proposed the following assumption: Hypothesis 1a: place identity will directly and significantly affect tourists’ shopping experience. Hypothesis 1b: place attachment will directly and significantly affect tourists’ shopping experience. Hypothesis 1c: place dependence will directly and significantly affect tourists’ shopping experience. 2.2 Shopping Experience and Purchase Intention Tourism shopping refers to the activities that tourists purchase goods in the tourism destination, including all behaviors of visiting, sightseeing and tasting in the process of tourism. Tourism shopping includes three elements: goods, shopping facilities and service personnel. With the age of experience economy coming, people pay more attention to tourism experience, especially tourism shopping experience. Wong and Wan (2013) conceptualized the shopping satisfaction of tourists into a four-dimensional structure, and connected tourism facilities with shopping satisfaction and - 572 - shopping experience. The process of shopping experience needs tourists to be integrated into it. It can be divided into four different types: entertainment experience, education experience, aesthetic experience and escapism experience(X. Li & Yuan, 2017). Only when tourists participate in relevant activities can they really enjoy themselves. The shopping experience process includes three parts: shopping environment, tourism service and shopping process. In domestic research, Peng (2011) pointed out that tourism shopping is generated on the basis of tourism activities,and the shopping experience and purchased tourism commodities are important components of tourism activities. Wang (2014) proposed that tourism shopping should create a shopping community with unique regional (ethnic) characteristics, so that tourists can shop in the process of tourism and travel in the process of shopping, so as to improve the interaction of tourism shopping, and further stimulate and enhance tourists' purchase intention. Different from the general sense of shopping activities, tourism shopping is one of the important aesthetic links in tourism activities(Yi, 2011). It is not only a shopping experience, but also a comprehensive tourism experience integrating a variety of folk culture and arts(Huang, Li, & Jia, 2009). H. Liu and Song (2010) believe that a satisfactory tourism experience can give tourists reasons to purchase commodities. M. Li (2015) pointed out that tourists' shopping experience has a correlation with customer satisfaction and shopping intention. Tourists' purchase purpose, quality and service characteristics of tourism commodities have a direct impact on the purchase of tourism commodities. Shopping pleasure is an indispensable part to obtain a perfect shopping experience. Thus, the relationship between shopping experience and purchase intention was hypothesized as follows: Hypothesis 2: Shopping experience will directly and significantly affect purchase intention. 2.3 The Moderating Effect of Purchasing Purpose Tourists may buy tourist products for their own use or as gifts to relatives and friends. According to different purchase motives, tourists can be divided into five types: experience-oriented, play-oriented, personality seeking-oriented, social interaction-oriented and knowledge health-oriented (Yuan, Li, & Wen, 2011). Different shopping opportunities directly affect the characteristics of tourists' purchase behavior. The use value of commodity is created by producers and given by consumers. With the advent of experience economy, the use value given by consumers becomes more and more important. Tourism dealers can increase their economic income and economic activities by understanding the consumer demand of tourists better(Swanson, 2004). Tourism motivation will affect tourists' choice of souvenir characteristics and sales location(Swanson & Horridge, 2006). The symbolic, commemorative, practical and artistic uses of commodities are directly related to tourists' shopping experience(Wei, 2014). Thus, we proposed that: Hypothesis 3: Purchase purpose will moderate the shopping experience.

3. Methodology 3.1 Data Collection 3.1.1 Samples Dujiangyan City is located in Chengdu Plain, Sichuan Province, 30 degrees north latitude, 56 kilometers away from Chengdu. There are Chengguan Expressway and high-speed railway, with 213 national road (Lanzhou-Kunming) running across the city from east to west. It is the first stop of the Jiuzhaigou Circular Highway (Jiuzhai-Huanglong), which is a boutique tourism line. This city has attracted the attention of tourists all over the world. Dujiangyan Irrigation Project is an ancient water conservancy project presided over and built by Li Bing, the governor of Qinshu county. It is located in the west of Dujiangyan City. Qingcheng Mountain is 15 kilometers southwest of Dujiangyan City. It is an important birthplace of Taoism in China. Mt Qingcheng -Dujiangyan scenic area was placed into the "World Cultural Heritage" list by UNESCO in 2000, and was officially approved as the first batch of national 5A level scenic spots by the National Tourism Administration in 2007. At present, there are more than 7000 commodity management

- 573 - enterprises and self-employed households, including water culture, water cultural relics, four wonders of Qingcheng, Western Sichuan folk arts and crafts, local specialties and other tourism commodities. In 2013, the Mt Qingcheng -Dujiangyan scenic area scenic area received 18.6609 million tourists and achieved tourism income of 8.275 billion yuan. 3.1.2 Questionnaire design The following variables were included in the questionnaire: sense of place (place identity, place attachment and place dependence), shopping experience, purchase intention and purchase purpose. We also investigate tourist demographics. From September 2014 to January 2015, a investigation team carried out questionnaire survey and interview in the Mt Qingcheng -Dujiangyan scenic area by random sampling. We used a Likert-7 (“strongly disagree” to “strongly” agree) measure for all variables. A total of 500 questionnaires were distributed. After 16 cases were eliminated, 484 valid questionnaires were used for the empirical study. Data analysis was conducted using SPSS 19.0 and AMOS 21.0. 3.2 Measurements 33 scale items were selected to measure tourists' purchase intention, shopping experience, place identity, place attachment and place dependence. We conducted a pre-survey of 100 questionnaires in Mt Qingcheng -Dujiangyan scenic area. According to the analysis results of the pre-survey, finally 20 items were adapted. The Cronbach's α for purchase intention is 0.797; for shopping experience is 0.888; for place identity is 0.823; for place attachment is 0.863; for place dependence is 0.820, all greater than 0.70, which indicates that the internal reliability of the scale is satisfactory.

4. Results 4.1 Confirmatory Factor Analysis We conducted a confirmatory factor analysis to test the validity of the variables "place identity", " place dependence", " place attachment", "shopping experience" and "purchase intention" and the corresponding measurement parameters of each measurement scale using AMOS 21.0. The model (χ2(163) = 624.044, p < 0.01; RMSEA = 0.077, CFI = 0.918, TLI = 0.904) fits the data well. 4.2 Descriptive Analysis Table 1 summarizes the mean, variance, and correlation coefficients of the variables. As present in Table 1, there is a significant positive correlation between purchase intention and place identity (r = 0.345, P < 0.01), place dependence (r = 0.343, P < 0.01), place attachment (r = 0.373, P < 0.01) and shopping experience (r = 0.515, P < 0.01). Shopping experience was positively correlated with place identity (r = 0.330, P < 0.01), place dependence (r = 0.441, P < 0.01) and place attachment (r = 0.383, P < 0.01). In addition, purchase intention has no significant correlation with gender (r = -0.47), age (r = -0.57), annual travel frequency (r = -0.56) and times of visits to Dujiangyan (r = -0.09). Shopping experience also has no significant correlation with gender (r = -0.014), age (r = -0.25), annual travel frequency (r = -0.30) and times of visits to Dujiangyan (r = -0.89).

- 574 - Table 1: Mean, variance and correlation of main variables Mea variables SD 1 2 3 4 5 6 7 8 9 n 0.49 1.Sex 1.00 2 1.12 -0.229* 2.Age 2.20 1.00 4 * 3.Annual 1.03 travel 2.52 -0.078 0.010 1.00 8 frequency 4. Times of 1.19 0.167* visits to 2.31 0.092* -0.031 1.00 4 * Dujiangyan 5. Place 3.89 1.33 -0.096 0.178* 0.037 0.045 1.00 identity 2 6 * * 6.Place 3.80 1.22 0.146* 0.733* -0.053 0.018 0.013 1.00 dependence 5 6 * * 7.Place 3.97 1.37 0.178* 0.764* 0.766* 0.000 -0.036 0.039 1.00 attachment 5 9 * * * 9.Shopping 3.61 1.40 0.330* 0.441* 0.383* -0.014 -0.025 -0.030 -0.089 1.00 experience 6 9 * * * 10.Purchas 3.90 1.38 0.345* 0.343* 0.373* 0.515* 1.0 -0.047 -0.057 0.056 -0.009 e intention 9 8 * * * * 0 Note: n = 484; * * P < 0.01, * P < 0.05 A gender: (1) male; (2) female; 4.3 Structural Model This study uses hierarchical regression to test the hypothesis. Main effect: H1a, H1b, H1c suggest that sense of place (place identity, place attachment, place dependence) has a significant impact on tourists' shopping experience. To test these three hypotheses, we set the shopping experience as the dependent variable first, then add the control variables (gender, age, annual travel frequency and times of visits to Dujiangyan), and finally put the independent variables (place identity, place attachment, place dependence) into the regression process. The results of hierarchical regression are shown in Table 2. Place identity has significant positive effects on shopping experience (m2, β = 0.385, P < 0.01); place dependence has a positive impact on shopping experience (M4, β = 0.466, P < 0.01); place attachment significantly affects shopping experience (M6, β = 0.412, P < 0.01). Thus, H1a, H1b and H1c are supported. Table 2. The test results of H1a, H1b and H1c Shopping experience

Model 1 Model 2 Model 3 Model 4 Model 5 Model 6 Control variable Sex -0.014 -0.015 -0.014 0.017 -0.014 -0.004 Age -0.031 0.002 -0.031 -0.034 -0.031 -0.016 Annual travel frequency -0.017 -0.023 -0.017 -0.008 -0.017 -0.020 Times of visits to Dujiangyan -0.086 -0.148** -0.086 -0.159** -0.086 -0.159** Independent variable place identity（T1） 0.358** place dependence 0.466** place attachment 0.412** R2 0.009 0.132 0.009 0.221 0.009 0.173 F 1.100 14.578** 1.100 27.060** 1.100 19.986** △R2 0.009 0.123 0.009 0.212 0.009 0.164 △F 1.10 67.879** 1.100 129.721** 1.100 94.672** Note: n = 484; * * P < 0.01, * P < 0.05 To test H2, we set the shopping intention as the dependent variable first, then add the control

- 575 - variables (gender, age, annual travel frequency and times of visits to Dujiangyan), and finally put the independent variables (shopping experience) into the regression equation. The results of hierarchical regression are shown in Table 3. Shopping experience has a significant positive impact on shopping willingness (m2, β = 0.517, P < 0.01). Thus, H2 is supported. Table 3. The test results of H2 Purchase intention

Model 1 Model 2 Control variable Sex -0.057 -0.050 Age -0.071 -0.055 Annual travel frequency 0.055 0.064 Times of visits to Dujiangyan -0.015 0.029 Independent variable Shopping experience 0.517** R2 0.010 0.275 F 1.203 36.225** △R2 0.010 0.265 △F 1.203 174.565** Note: n = 484; ** p < 0.01,* p < 0.05 Moderating effect: H3 proposed that purchasing purpose play a moderating role between tourists' sense of place (place identity, place attachment, place dependence) and shopping experience. To test the hypothesis, we divide the data into two groups according to the two aspects of purchase purpose (for their own use or for others to use) and put them into the hierarchical regression equation. First, we set the shopping experience as the dependent variable, then add control variables (gender, age, annual travel frequency and times of visits to Dujiangyan), independent variables (place identity, place attachment, place dependence), and moderating variable (purchase purpose). The hierarchical regression results are shown in Table 4. The purchase purpose (for others to use) of tourists has a significant moderating effect on the sense of place and shopping experience (M2, beta =0.354, p < 0.01; M4, beta =0.446, p < 0.01; M6, beta =0.379, p < 0.01); Tourists' purchase purpose (for their own use) has a significant moderating effect on the sense of place and shopping experience (M8, beta =0.367, p < 0.01; M10, beta =0.492, p < 0.01; M12, beta =0.448, p < 0.01). In addition, tourists' purchase purpose for their own use has a more significant moderating effect than that for others to use. Thus, H3 is supported.

- 576 - Table 4. The test results of H3 Shopping experience Model Model Model Model Model Model Model Model Model Model Model Model 1 2 3 4 5 6 7 8 9 10 11 12 Control

variable Sex -0.066 -0.059 -0.066 -0.021 -0.066 -0.049 0.047 0.032 0.047 0.064 0.047 0.050 Age 0.016 0.045 0.016 0.016 0.016 0.024 -0.085 -0.040 -0.085 -0.086 -0.085 -0.060 Annual travel 0.026 0.046 0.026 0.050 0.026 0.042 -0.104 -0.154 -0.104 -0.118 -0.104 -0.138 frequency Times of visits -0.140 -0.203 -0.140 -0.208 -0.140 -0.203 0.047 -0.016 0.047 -0.050 0.047 -0.044 to Dujiangyan Independent

variable place identity (for others to 0.354 use) place dependence 0.446 (for others to use) place attachment 0.379 (for others to use) place identity (for their own 0.367 use) place dependence 0.492 (for their own use) place attachment 0.448 (for their own use) R2 0.027 0.148 0.027 0.220 0.027 0.167 0.023 0.148 0.023 0.255 0.023 0.213 F 1.880 9.322 1.880 15.154 1.880 10.767 1.313 7.567 1.313 14.905 1.313 11.774 △R2 0.013 0.132 0.013 0.205 0.013 0.151 0.006 0.128 0.006 0.238 0.006 0.195 △F 1.880 38.061 1.880 66.427 1.880 45.087 1.570 31.667 1.570 36.614 1.570 37.602 Note: n = 484; ** p < 0.01, * p < 0.05

5. Conclusion 5.1 Discussion As an important part of tourism consumption, tourism shopping is an important part of the whole tourism activities. In this paper, we took Mt Qingcheng -Dujiangyan scenic area as a case study to empirically investigate the influence of tourists' sense of place on tourism shopping. The findings are as follows: 1) The three dimensions of tourists' sense of place (place identity, place attachment, place dependence) have a significant positive correlation with tourism shopping. 2) There is a significant positive correlation between shopping experience and purchase intention, which corresponds to the previous research results showing that turning tourism shopping into a pleasant tourism experience will make tourism destinations more competitive(Yüksel, 2007). 3) The purpose of purchase plays a moderating role between tourists' sense of place and shopping experience. If tourists want to buy things for their relatives and friends, they will pay more attention to the material, packaging, use value and portability of tourism products.

- 577 - 5.2 Managerial Implications (1) Tourist destinations should enhance its exploration and protection of "place" elements. The loss of "place" elements will lead to the rupture of the relationship between people and places, which will affect the construction of tourists' sense of place. Tourism destination can build a unique regional tourism brand image by deeply exploring its characteristic natural and cultural tourism resources. In addition, the protection and inheritance of "place" elements should also be strengthened. For example, cultural relics and customs should be used to reproduce the social life of specific groups in a specific historical period, and further guide tourists' emotional experience and investment. (2) Tourist destinations should improve the tourism shopping experience process. The production technology of commodities, shopping services can meet the needs of tourists' curiosity, knowledge growth, sentiment cultivation and quality culture promotion. Thus, if the tourist destination can reasonably develop and design the attractive participatory product production process according to its own characteristics, then tourists will get a better shopping experience. (3) Tourist destinations should make use of regional characteristic resources to develop targeted tourism commodities. The development of tourism commodities must be based on regional culture and local materials, and should pay more attention to highlight localization, characteristics and diversification to meet the different needs of tourists.

Acknowledgements Social science research project of Sichuan Agricultural University Social Science Federation(NO.2017YB13;NO.2015YB21)

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