Research On The Influence Of Nostalgia Of Rural Tourists In Zhejiang GY On Tourism Destinations

With the continuous advancement of societal development,rural tourism has emerged as a new,contemporary form of leisure and entertainment that is more closely aligned with the present day.It not only possesses a wealth of cultural connotations but also offers a rich array of participatory experiences,allowing people to fully savor the unique charm of the countryside.Consequently,it has become one of the most popular leisure destinations in today’s society.Furthermore,rural tourism boasts immense adaptability and diversity,catering to the varied demands of different groups and attracting tourists from around the globe,providing robust support for China’s economic and social development.Its target audience is vast,its growth momentum vigorous,and it has become a key measure in achieving rural revitalization and promoting high-quality development in China.Studies have shown that under the significant disparity in material and spiritual aspects between urban and rural areas,a wave of nostalgia has surged in society,with people increasingly inclined to pursue the serene and distinctive landscapes of rural areas,which in turn stirs the nostalgic emotions of tourists and gradually transforms rural tourist destinations into ones that fulfill their needs.For rural travelers,a trip to the countryside not only soothes their yearning and alleviates their sorrow but also enables them to escape the hustle and bustle of urban life in search of true happiness,creating an unforgettable experience.Against this backdrop,this study explores the impact of nostalgic emotions as a driving factor on destination loyalty.This paper selects rural tourists in GY,Lishui,Zhejiang as the research subjects,and,drawing upon theories of happiness and tourist loyalty,reviews cutting-edge domestic and international literature to derive a mature scale.The study uses nostalgic emotions as the independent variable,destination loyalty as the dependent variable,and subjective well-being and place attachment as mediating variables,thus constructing the theoretical model for this research.After initial organization of the scale,demographic characteristics are added to the questionnaire items,which are then pretested and revised to form the survey questionnaire.Formal research is conducted in GY,Lishui,Zhejiang.A total of 231 questionnaires are collected,among which 201 are valid,with an effective recovery rate of 89%.Utilizing AMOS 25.0 and SPSS 26.0 software to process the sample data,the following results are obtained:(1)nostalgic emotions positively influence destination loyalty;(2)nostalgic emotions have significant positive effects on subjective well-being and place attachment,respectively;(3)subjective well-being and place attachment have significant positive impacts on destination loyalty and play a partial mediating role between nostalgic emotions and destination loyalty.Based on these findings,innovative suggestions for GY,Lishui,Zhejiang are put forward: create nostalgic rural scenes,and promote it according to different criteria,elevate tourists’ destination loyalty.