The Influence of Design at Food Festivalscape on Visitor Behavioral Intentions Based on Big Data Analysis

Abstract

Festival activities are new leisure tourism consumption scenarios with huge development potential. With the rapid development of big data technology, the service scenario design of food festivals also faces new opportunities and challenges. This study takes the Zhuanghang Mutton Festival in Shanghai as a case and focuses on the impact of the service scenario design of food festivals on tourists' behavioral intentions under the background of big data. Service scenario design covers multiple aspects such as the physical environment, spatial layout, and atmosphere creation of food festivals. Through literature review and big data analysis of network texts, the study extracts five analytical dimensions of food festival scenarios (atmosphere, layout/design, food, entertainment, service attitude), and combines them with questionnaire surveys to explore how these dimensions affect tourists' emotions, satisfaction, and then influence tourists' behavioral intentions. With the support of big data, food festivals can understand tourists' needs and preferences more accurately, so as to carry out personalized service scenario design. The study suggests that festival managers should attach importance to the atmosphere, food, and entertainment dimensions of festival scenarios, create richer and more diversified activity experiences, create a comfortable atmosphere and improve food quality, so as to better promote tourists to have positive emotional experiences, and further improve tourists' satisfaction and the benign development of festival behavioral intentions.