Research On The Influence Mechanism Of Customer Loyalty In Glamping

In recent years,as a new type of hotel,glamping emphasizes on returning to nature and integrating with nature,which brings extraordinary luxury experience for customers in wild field.Its traffic and topical interest are increasing day by day,and has become a new "Internet celebrity" punch card holy place.In the hotel service industry,customer loyalty is the key for enterprises to retain their original customers,gain competitive advantage,and maintain long-term development.However,there is no research to explore the realization mechanism of customer loyalty in this new hotel.Therefore,based on the theoretical framework of SOR(stimulus-organism-response),this paper sets glamping as the research background,combining with the methods of qualitative research and quantitative research,finding and empirically testing the process mechanism of customer loyalty in glamping,which expands research on customer loyalty in hotels and natural-based tourism,and has practical significance for the sustainable development of wild luxury hotels in the future,and also has important value for hotel and natural tourism industry practitioners.Firstly,this research conducted in-depth interviews with customers,managers and employees of two glampings under the ZA Group,then choosing 18 other well-known glampings in China,and collecting online reviews of these 20 glampings.Based on Grounded Theory to analyze interview data and comment data,this research found that visual appeal,natural style,accommodation environment and safety were important environmental stimuli,while enjoyment and social intention were inner mechanisms,and loyalty was the final behavioral response of customers,establishing a research model of the influence mechanism of customer loyalty in glamping and proposing relevant hypotheses.Secondly,the questionnaire was designed by referring to the mature scale of foreign scholars,and distributed to customers who had previously experienced in Xiongkulu Tent Hotel under the ZA Group by E-mail.In the end,177 valid questionnaires were collected,and Smart PLS3.0 software was used for data analysis.The results showed that the natural style and accommodation environment of glamping could significantly affect customers' enjoyment,and the influence of accommodation environment wasgreater.And it also indicated the visual appeal,natural style and safety of glamping could significantly affect customers' social intention,and natural style had the greatest impact,and demonstrating that customers' enjoyment and social intention could significantly affect customer loyalty,and the former had a greater impact.In addition,this research further did grouping analysis by gender and type of travel,and found that the paths of different customer groups within the same group had different degrees of significance.Finally,according to the above analysis results,it provides recommendations for glamping managers,and has important reference value for the development and management of other hotels.