Research On The Impact Of Host-Guest Interaction On Tourist Loyalty In Rural Tourism Destination

With tourists increasingly individualized demand,the phenomenon of homogeneity of rural tourism products is serious,and the problem of mismatch between supply and demand is prominent.Traditional rural tourism mostly follows the product-led logic and fails to take care of the demands of tourists.This research introduces the theory of value co-creation under the customer-led logic,focuses on the resident-tourist value co-creation behavior,from the perspective of the core subject tourists,constructs conceptual model,and explores how the host-guest interaction in rural tourism influence the loyalty of tourists,and the mediating role of tourism experience value.Collect data through questionnaire surveys,use structural equation models and other mathematical statistical methods to test the research hypotheses,and perform variance analysis on the impact of demographic differences on tourists’ perception.The research results show as bellow.In terms of direct effects,rural tourism hostguest interaction has a significant positive effect on tourism experience value,that is,information interaction,service interaction and interpersonal interaction have significant positive effects on the experience,personalization,and sociality of tourism;tourism experience value significantly positively affects the loyalty of tourists,that is,the experience,personalization and sociality of tourism all play a significant positive role in the loyalty of tourists;the service interaction and interpersonal interaction of the host-guest interaction and the loyalty of tourists have significantly positive correlations,the relationship between information interaction and tourist loyalty is not significant.From the mediating effect,tourism experience value plays a intermediary role between host-guest interaction and tourist loyalty somehow.Specifically,experience in the host-guest interaction(information Interaction,service interaction and interpersonal interaction)play an intermediary role in the relationship between tourist loyalty;Personalization has an intermediary effect between information interaction and visitor loyalty,and sociality also acts as an intermediary between service interaction and visitor loyalty.In addition,the analysis of variance on demographic factors found that some factors do have an impact on tourists’ perception.Based on the above conclusions,relevant suggestions are made to improve the service quality of rural tourism destinations.