A Study On The Impact Of Sports Participation On Tourist Satisfaction And Loyalty

With the development of economy and society,the health of the whole people and the national fitness have been paid more and more attention,and the number of sports participants in our country is increasing.Sports tourism,as a new tourism product,combines sports and tourism organically to form a unique way of physical fitness and leisure tourism,which is more and more popular with tourists.A number of sports tourist destinations have emerged in our country.Tourist satisfaction and tourist loyalty are important factors affecting the sustainable development of tourist destinations.Relevant research shows that sports participation is an important variable to promote consumer satisfaction and loyalty,and plays an important role in enhancing the competitive advantage of enterprises or regions.However,there is less research on the impact of consumer sports participation on their satisfaction,and the basic issues such as the connotation of tourism’s concrete practice on tourist sports participation and its role mechanism for tourism destination loyalty are not discussed.Based on the case,Yangshuo County in Guilin City,Guangxi,this paper uses the analysis methods of literature,questionnaire and structural equation synts to explore the relationship between tourists’ sports participation,tourist satisfaction and tourist loyalty.First lying the literature sons of domestic and foreign scholars on sports participation,tourist satisfaction and tourist loyalty,and combing the inner relationship between the three,the hypothesis model is put forward.Secondly,Yangshuo County sports tourists for the survey questionnaire,and the use of structural equation model methods of the data analysis.The difference s(dissonality)of tourists with different demographic characteristics is analyzed by using variance analysis method.The conclusion sitts that :(1)sports participation has a positive and significant effect on tourist satisfaction,(2)sports participation has a positive effect on tourist loyalty,and(3)sports participation has a positive effect ontourist loyalty through tourist satisfaction.(4)There are differences in visitor satisfaction andloyalty among different demographic characteristics.From the results of the study,two management enlightenments are summarized:(1)enrich their own product system,promote the participation of tourists in sports,so as to enhance the satisfaction of tourists;(2)To implement the strategy of tourist satisfaction,strengthen the supervision and management of scenic spots,and optimize the public service system,so as to enhance the loyalty of tourists.