A Study On The Relationship Of Sense Of Place,Satisfaction And Recommendation Intention Based On Residents'and Tourists' Perspective

Destination loyalty has always been a research hotspot in the field of tourism.Participant loyalty can effectively increase the flow of visitors,and reduce marketing costs.Therefore,tourism loyalty has become an important indicator of destination marketing competition.Scholars have studied the factors that affect the loyalty of tourism destinations.Satisfaction has always been regarded as an important pre-factor of destination loyalty.Recommendation intention is an important dimension of loyalty.Sense of place is a comprehensive concept including place identity and place attachment and is also considered to be an important factor affecting satisfaction.Since a large number of studies are limited to the relationship of sense of place and satisfaction or satisfaction and loyalty,and,the majority of the cases are natural scenic areas,especially lacking the perspective from both residents and tourists according to the research.Therefore,based on the case study of Hongya Cave in Chongqing,this study explores the conceptual model of sense of place-satisfaction-recommendation intention and compares the differences between locality,satisfaction,and intention to recommend from the perspective of residents and tourist,to gain a deeper understanding of whether residents and tourists who are co-participants of tourism have differences in perceptions,attitudes,and behaviors and the reasons which cause the differences.This study conducted a lot of research on the measurement methods of sense of place,satisfaction,and recommendation intention,and finally determined the measurement items of them.Meanwhile,due to the complexity of the concept of sense of place,involving place attachment and place identity,place attachment has a relatively mature scale that can be measured,but place identity involves local characteristics that lack a mature scale.Therefore,we sorted out 1856 Weibo data published by Sina Weibo about "Hongya Cave" from October 2018 to April 2019,and selected 15 place identity about Hongya Cave,through pre-investigation,this study established the sense of place measurement items and created the formal questionnaire.This study conducted a questionnaire survey on tourists in Hongya Cave and residents.600 questionnaires were distributed,and SPSS and AMOS were used to empirically analyze the research questions.This study proposes a theoretical model of sense of place,satisfaction,and recommendation intention.The results of the study found that satisfaction affects therecommendation intention,and sense of place is an important prerequisite for satisfaction and willingness to recommend.There is a clear difference between the residents and tourists in the sense of place,satisfaction,and recommendation intention: 1.For tourists,satisfaction does not determine the willingness to recommend,but the sense of place is the key element to determine the recommendation intention;2.For tourists,the landscape value,tourism function,and social culture of the local sense cannot affect the willingness to recommend,but place attachment has a significant relationship with the recommendation intention;3.For residents,the landscape value,tourism function,and place attachment have a significant relationship with the recommendation intention.