The Study Of Tourism Destination Loyalty From The Perspective Of Sense Of Place

With the development of ancient town tourism, the tourists in different ancient towns have different travel behaviors. Set TongLi and LiJiang as examples, the tourists going to TongLi tend to not stay there for night and who’ from a little bit faraway will never come to TongLi again. But tourists going to LiJiang always come back. We find these tourists not only have a high evaluation and recommended degree of LiJiang city, but also repeat to the destination even finally settle down there. So we wondering why these tourists repeatedly going to LiJiang city with ignoring so many wonderful and attractive tourist destination over the world.Firstly, we think it is important to study on "destination loyalty". With the development of tourism, the competition of tourism destination is fierce. To these managers, it is important to effectively manage their tourism destination, which is the key job to manage the loyalty tourists. How to increase destination loyalty of tourists? How to increase the number of loyalty tourists?Secondly, there are many academic literature which study the destination loyalty. These research almost focus on the dimension of "perceived value to satisfaction", which means they prefer to study the influence factors of destination loyalty from the perspective of "utility". Tourist attitude loyalty which is high satisfaction, recommendation and revisit intention to the destination are well explained by these research. But it is not so good when used to explaining tourist actual revisit. However, we find that from a new perspective named "man-place relationship" can deeply analyze the formation of destination loyalty, which is proved by some foreign literature.So this paper will discuss tourism loyalty from the perspective of "man-place relationship", and in case of "LiJiang city" to explore the formation path of revisit of loyalty tourists. And this paper can be divided into two parts.The first part is quantitative research about "how does place attachment effect the destination loyalty".The first step:We firstly have proved the existence of the phenomenon "repeat to LiJiang". Secondly we compare the repeat tourists to the first-time tourists, and find the significant difference between them. The repeat tourists are significantly higher scored in these items like "revisit intention","a part of destination","sense of identity" and "true myself". Another items like "relaxing and cozy"’recommendation" and "prefer more" are both high scored by the first-time tourists and repeat but the repeat tourists are also significantly higher than the first-time.The second step:We verify and analyze the hypothesis model we proposed. This hypothesis model mainly uses two variables "perceived value" and "place attachment", and tent to combine "utility" and "man-place relationship" to explore the key driver of destination loyalty. The result shows that place attachment has partial mediation effect to destination loyalty which means that place attachment is not only effect destination loyalty through satisfaction but also effect it directly. We find that place attachment has key influence on destination loyalty especially tourist revisit intention. And the other variable "perceived value" shows its full mediator effect to destination loyalty. It is also found that to a certain extent, using satisfaction as mediator variable will stimulate the effect that perceived value on destination loyalty.The second part is qualitative research about "how place attachment constantly promote loyalty tourists revisit LiJiang city"The first step:we firstly classify tourist sense of place to LiJiang. We use category analysis as a tool and eventually divided it into three kinds,"city life","identity of highland" and "social image". In this sense of place, some are external properties of LiJiang, which will not change by the experience of tourists. However, the others like "commercial","locals" are easy changed by the experience and attitude of tourists.The second step:We firstly integrate the place theory with the result of quantitative research, and form the analysis path that "sense of placeâ†'place attachmentâ†'destination loyalty". Then we use this analysis path to explore the formation of tourist destination loyalty, and find the reason why some tourists do not want to revisit LiJiang city. The result shows that there are some similarities among loyalty tourists. These people are always rich in tourist experience and intend to stay away from the places where people are crowd and the atmosphere of commercial is around. The reason that they decided to revisit or settle down is different but single and clear. In other hand, the reason why some tourists do not want to revisit LiJiang again are basic two:one is the comparison to the past. These tourists has been LiJiang for several times but find the present LiJiang is disappointing. The second is the deceived experience in LiJiang which is strong enough to bring the sense of repulsive.This paper deeply explores tourist destination loyalty from "man-place relationship", which may be a new perspective to the current research on destination loyalty for our country. And we hope it will start a discussion in this area and can provide some valuable preference for further research.