Relationship among tourist experience value and satisfaction towards travel intention behavior framework in celebrities’ former residences in Shaoxing, China

Cultural tourism plays an important role in promoting urban development.As an important tourist attraction, the celebrities' former residences can drive the development of urban tourism to a large extent.Therefore, the innovation and activation of celebrities' former residences in the development of cultural tourism is of great significance and value.However, compared with foreign countries, the development of Chinese celebrities' former residences tourism has some problems such as late start time and shallow experience content, which lead to a series of problems such as low attraction to tourists, short tour time, small consumption scale, low satisfaction, and low re-visit rate.How to effectively explore and meet the experience needs of tourists?How can the market potential be developed and released?What can be done to further increase visitor satisfaction and repeat visits?This study takes Lu Xun's former residence in Shaoxing as the case, and the tourists who visit Lu Xun's former residence in Shaoxing as the research object.Through in-depth interviews with 16 tourists, the empirical research is carried out.The survey method was a combination of online and face-to-face questionnaires.SPSS26.0 statistical software was used to further interpret the result of the study.This paper takes the theory of customer satisfaction and cognitive-emotion-intention relationship theory as the theoretical basis.According to the research results, this paper tries to provide some practical suggestions for the operators and managers of celebrities' former residences tourism to improve tourists' satisfaction and re-visit intention.