A Study Of The Visitor Loyalty Based On Motivation

With the arrival of the era of mass tourism, the phenomenon of visitor loyalty is becoming more prevalent. In recent years, the phenomenon of visitor loyalty is on the rise, but there are few research papers about the relationships betwee n travel motivations and visitor loyalty. According to the case study, there are no researches about the visitor loyalty of religious and cultural architecture.Taking Songshan Shaolin Temple as the case, this paper analyzes the relationships between travel motivations and visitor loyalty. After questionnaire investigation, the results were analyzed. We conducted factor analysis in travel motivations to get seven common factors, such as "Leisure and relaxation","flaunt and conformity","adscription and communication","stimulation and movement","culture and acquisition of knowledge","sociality and participation","escape and shopping". A regression analysis showed that the "Leisure and relaxation","culture and acquisition of knowledge","sociality and participation","adscription and communication" were significantly associated with visitor loyalty. Visitor loyalty was not related to "flaunt and conformity","stimulation and movement","escape and shopping". The340cases were divided into three groups by cluster analysis and discriminate analysis. The first group has weak tourists’motivation; the second group has strong tourists’motivation, the third group between the two. There were differences in these three groups. The analysis of Variance between population feature, tourists’motivation and visitor loyalty showed that age, qualification, income, occupation, constitute elements of a home were significantly associated with visitor loyalty. Visitor loyalty was not related to gender, age, occupation, residence.At last, the develop direction is forecasted.