摘要：The increasing drastic competition between tourism destinations decides on only the sites with good reputation can attract more and more tourists. The tourism destination reputation will affect tourists’ choices before traveling and consumption behavior during traveling. In order to analyze tourist consumption behavior during traveling, this article initially builds a theoretical model of tourism destination reputation, tourist enjoyment, tourist memorability, and tourist consumption behavior. Then, 490 valid questionnaires are collected based on a field survey. Meanwhile, a basic sample information collection, reliability, and validity testing (confirmatory factor analysis) and testing analysis based on structural equation model are conducted on the collected data. The result of the confirmatory factor analysis shows that the tourism destination reputation is measured by five factors: catering, accommodation, landscape, culture, and recreation and entertainment; tourist enjoyment is measured by the feeling of joy and relaxation; tourist memorability is measured by emotional memory, expectation memory, benefit memory, and interest memory; tourist consumption behavior is represented by five indexes: willing consumption, urgent consumption, guided consumption, repeated consumption, and recommended consumption. The hypothesis testing shows that the heritage tourism destination reputation not only directly and positively influences tourist consumption behavior but also indirectly affects tourist consumption behavior through tourist memorability and the chain relationship between tourist enjoyment and memorability. Finally, some suggestions are put forward to improve the tourism destination reputation and tourist enjoyment and memorability.
