Faqiang Cui1,2,3, Mingde Yang2, Yongxiang Liang2
1Shandong Institute of Commerce and Technology, Jinan, China
2Kashgar Vocational and Technical College, Kashgar, Xinjiang, China
3North-Chiang Mai University, Chiangmai, Thailand
In order to explore the impact of cultural, tourism, and operational model innovations on the revenue effects of tourism brick-and-mortar stores in the west of China, we conducted a survey of aboriginal residents and tourists in the tourist area of Kashgar Old Town. The investigation lasted for 7 months, a total of 210 days, and 528 valid questionnaires were recovered. Eviews 12.0 software was used to sort and analyze the collected first-hand data. The results show that improving the cultural experience of tourists and the attractiveness of innovative operation models have a significant impact on the average income of brick-and-mortar stores. Improving consumer satisfaction can stimulate consumption behavior in the short term, and improving tourism perception has no significant impact on income.
integration of culture and tourism, operation mode, the Belt and Road, the ancient city of Kashgar
Faqiang Cui, Mingde Yang, Yongxiang Liang. Research and Evaluation on Innovation and Development of Business Operation Model from the Perspective of Cultural and Tourism Integration by Big Data Analysis. Academic Journal of Business & Management (2023) Vol. 5, Issue 3: 58-62. https://doi.org/10.25236/AJBM.2023.050309.
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