Research On The Influence Of Ethnic Cultural Atmosphere On Loyalty

The rapid development of our country’s economy and the continuous improvement of national living standards make people more and more interested in learning ethnic culture and experiencing folk customs.In order to cater to the tastes of the masses of customers,local governments are paying more and more attention to the integrated development of culture and tourism.However,ethnic tourist destinations want to create a strong cultural atmosphere,it is not enough to simply excavate the cultural elements by showing the unique ethnic culture to the tourists and forming the happy experience in the tourists’ heart,so as to improve the loyalty of the tourists to the destination.At present,the research on cultural atmosphere is still at the theoretical level,the depth of research is shallow,and further analysis is urgently needed.By combing the relevant literature at home and abroad,this study identified the concepts and related contents of ethnic cultural tourism,cultural atmosphere,well-being and loyalty,with Sanjiang as the research case,based on the theory of environmental perception and the theory of“Stimulus-organism-response”,a structural equation model was constructed,after sorting out the effective questionnaire,using SPSS and Amos to carry on the description analysis,variance analysis,reliability analysis and so on,and rectifying the model,analyzing and verifying the influence of the ethnic culture atmosphere on the tourist loyalty,expect to enrich the research results of loyalty.The results show that: 1.The dynamic and static ethnic cultural atmosphere had a significant positive effect on tourists’ well-being.2.Both hedonic and fulfilling well-being positively affect loyalty.3.The dynamic ethnic culture has a significant positive effect on tourist loyalty,while the static ethnic culture has no significant effect on tourist loyalty.4.Tourists’ well-being plays a mediating role between ethnic cultural atmosphere and loyalty.Based on the research results and the actual development of ethnic cultural tourism in Sanjiang,from the perspective of better carrying forward and inheriting ethnic culture,effectively creating an ethnic cultural atmosphere,and enhancing tourists’ sense of well-being and loyalty,give management advice: 1.Excavate ethnic culture connotation,maintain harmonious ethnic culture atmosphere;2.Enhance the education and entertainment of tourism,pay attention to the well-being of tourists;3.We should pay attention to the protection and propaganda of ethnic cultural resources to improve the loyalty of tourists.Finally,this paper analyzes and expounds the shortcomings of this study and the prospects for the future.