Study On Relationship Among Tourism Involvement, Place Attachment And Tourist Loyalty

With the rapid development of the tourism industry, people’s demands have become diversified, then, the competition of tourism market also becomes fierce.In such circumstances, to have loyal customers is an important guarantee for enterprises’ competitiveness and its sustainable development. The loyalty tourists will be repeated to buy the same tourism products, they not only have emotional preference on the destination, meanwhile,but also actively promote the destination and recommend it to others.At present, the researches of driving factors of tourist loyalty inclined to the view of the tourists themselves, or to the view of tourism destination to explore the antecedents of tourist loyalty, rarely consider the relationship between the tourists and the tourist destination, especially the unique connection between tourists and destination.Based on this, this paper mainly stand in view of psychology to explore the loyalty caused by place attachment. In addition, involvement is an important psychological factors that influence consumer behavior, but the research is not so much. Many studies show that the involvement of things will promote people’s inner sense of attachment, and ultimately beneficial to cultivate customer loyalty, but the research covers tourism involvement, place attachment and tourist loyalty is also not too much. Therefore, this paper mainly studies the relationship between tourism involvement and place attachment, tourism involvement and tourist loyalty, place attachment and tourist loyalty, and the intermediary role of place attachment in the relationship between tourism involvement and tourist loyalty.This paper mainly use the method of questionnaire, selected the Ancient Town of Fenghuang as a case to collect the questionnaires. Then using SPSS 17.0 statistical software to make descriptive statistical analysis and reliability analysis, and using AMOS 17.0 software to make verification factor analysis and path analysis of data, finally to test the hypotheses.The results show that: firstly, tourism involvement has a significant and positive effect on place attachment, both the dimension of attraction and centrality have a significant positive impact on the place dependence and place identity, but the dimension of self-expression will not have a significant positive influence on two dimensions of place attachment. Secondly, place attachment has a significant and positive effect on tourist loyalty, which place dependence has significant and positive effect on tourist loyalty, but the influence of place identity on tourist loyalty is not significant. Thirdly, tourism involvement has a significant and positive effect on tourist loyalty, which the dimension of attraction and self-expression have significant and positive effect on tourist loyalty, but the dimension of centrality does not have a significant positive influence on tourist loyalty. fourthly, place dependence has a mediating effect on the relationship between tourism involvement and tourist loyalty.