Research on the Tourist Behavior Characteristics of Folk Belief Cultural Tourism

Through interviews and questionnaire surveys of cultural tourists in the Ancestor Temple of the Lords of the Three Mountains, Jiexi, this article analyzes the characteristics of tourist behavior characteristics of local folk belief cultural tourism from three aspects: tourist demographic characteristics, tourist behavior characteristics and post-tour satisfaction. Researches show that: (1) The source of tourists and their perception of tourist destinations are significantly affected by regions, showing the obvious characteristic of family intergenerational inheritance. The occupation of tourists is mainly business with family trips in form mostly, and the purpose of their trips is mostly to pray for blessings; (2) Local tourists have a significantly higher awareness of scenic spots. Due to family influence and personal beliefs, it is easier for them to form the habit of regular visits, which is even regarded as an important ceremony for family communication and entrusting good wishes. They are also often full of strong emotions for scenic spots, so they have a high revisit rate and a strong willingness to recommend these scenic spots. Tourists from other places get more relevant information from the Internet, and their awareness is low. They often joint package tours out of curiosity, and the revisit rate of them is significantly lower than that of local tourists; (3) The Ancestor Temple of the Lords of the Three Mountains scenic spot has a relatively stable source of tourists, but the general tourists' duration of stay is short and the consumption is low. The main reasons that affect the satisfaction of tourists are the poor service environment and the single tourism