The Research About Relationship Between Tourism Situation And Tourist Loyalty

The development of tourism has entered into a new era.The current focus of tourism work is to pay high attention to the needs of tourists and to satisfy tourists’requirements of gaining a better experience.Exploring the impact of tourist situations on tourist loyalty close to the tourist experience is a theoretical issue in how to achieve the satisfaction of tourists and enhance the sense of gain of a better life,but also significant in approaching the demand of tourists,the balance between supply and demand and a practice of supply-side reform in tourism.In both theoretical and practice,the significance of this research is evident.Based on the existing research results,we critically analysis the relationship between tourism situation and tourist loyalty,highly focus on the connotation of the concept of tourism situation and closely consider the attribute of tourism situation and the structure of perceived elements of tourism situation.On the basis of above works,we construct the theoretical model which is "perception-emotion-behavior" theory based.Taking Yueyang Tower Scenic Spot as a case,which is of two national brands,the National-5A Tourist Attraction and the National Scenic Area and City Park,a questionnaire was used as a tool to survey the tourists to obtain the basic data by means of sampling survey.By using AMOS20.0 software to verify the structural equation model,we obtained four conclusions:(1)Tourism situation perception contains four dimensions:physical element,social element,personal element and time element.Generally,with tourist affection as the intermediate variable,it has affected tourists’ loyalty indirectly,while the distinct direct effect has existed.(2)The two paths of "physical factors—tourist emotion—revisit intention"and "social factors—tourist emotion—revisit intention" play a major role in affecting revisit intention,that is,physical element has the greatest effect on intention to revisit;(3)The path of "personal factor—tourist emotion—word-of-mouth propaganda" is the mainly influencing factor on word of mouth advocacy;(4)The physical element has a significant effect on finding alternative travel destinations.The research abstracted two paths of "tourist situation indirect affecting tourist loyalty by tourist emotion" and "tourist situation direct affecting tourist loyalty",and constructed the structural equation model of relationship between tourist situation perception and tourist loyalty.In order to optimize the scientific management of cultural tourism scenic spots in terms of tourism situation,we should pay special attention to six following issues:(1)construct high-quality of tourism products to create the atmosphere;(2)improve the scenic environment,and enhance favorable impressions of tourists;(3)highlight the cultural identity and strengthen tourists’ recognition;(4)maintain the harmonious atmosphere and promote the spread of reputation;(5)pay more attention on tourists’emotion and enhance market loyalty;(6)improve the service system to improve the level of satisfaction.