The Relationship Between Tourists' Emotions and Revisit Intention: A Case Study of Beijing Shichahai with Policy Insights

The purpose of this paper is to promote tourists' revisit intention by improving their emotions, taking Beijing Shichahai area as an example to study tourists' revisit intention in this area. First, we propose the M-R theoretical model, which stimulates tourists' emotions through environmental stimuli, perception of authenticity, and perception of risk to promote revisiting intention. Then three hypotheses on the relationship between tourist emotion, risk perception and original authenticity perception and revisit intention are proposed, and tourist emotion is divided into four factors, namely resource and service value, emotional value, social value and knowledge value, to verify the hypotheses of this paper. The analysis shows that in the H1 hypothesis, the P-value of the four public factors is less than 0.05, and the research hypothesis H1 is established. In H2 hypothesis, the role of residents' unregulated behavior, tourists' emotion, and risk perception all affect the willingness to revisit significantly P<0.001, and research hypothesis H2 is established. Architecture original authenticity perception, cultural symbols original authenticity perception significantly and positively affects the intention to revisit, standardized path coefficient and P-value of 0.177, P<0.001, 0.154, P<0.001, respectively, tourists' perception of the original authenticity of the ancient city revisit intention, the research hypothesis H3 is established.