Emotional Consumption: Post-rural Life Experience of Ethnic Village Tourism

Emotional experience accompanies the whole process of tourism activities. This study selects Mangjing Village in Pu 'er, Yunnan province as the case study site. Through the mixed methods of questionnaire survey and online ethnography, this paper discusses the emotional provision of residents, the emotional experience of tourists and their satisfaction in the ethnic village tourism. The results shows that: (1) The ethnic village’s residents show high positive emotions towards the influence perception, support attitude and participation intention of tourism development, but low in self-efficacy; (2) As a provider of both material and emotional experience in tourism activities, residents of the ethnic village and their enthusiasm in interaction with tourists is the key element of tourists' post-rural life experience in ethnic villages tourism, and the core embodiment of villagers' participation in tourism activities and support for tourism development; (3) the positive emotions transmitted by residents of ethnic village can be summed up as hospitality, which contains residents’ hospitable attitude and hospitable behavior. And this hospitality has a significant effect on tourists' satisfaction. These results have great application value in improving tourists' experience quality and satisfaction in the process of consumption, providing important theoretical guidance and marketing strategy inspiration for tourism destination development.