Research On The Influence Of Host Sincerity On Tourists’ Immersion Experience And Loyalty In Traditional Villages

With the promotion of rural revitalization strategy,traditional village tourism has come into people’s view again.The pressure of urban life and the alienation of interpersonal relationship make people yearn for the traditional village life which is connected with the"past" in their memory,hoping to find the spiritual homeland in the rural land and escape from the hustle and bustle of urban life for a short time by traveling.Traditional village tourism is deeply embedded in the daily life of hosts.The unique humanistic feelings,regional spirit and folk characteristics of traditional villages are the result of the long-term residence of hosts.The interaction between hosts and tourists actually determines whether tourists can integrate into the ideal rural life order,feel the pure human connection,and obtain high-quality tourism experience.Based on this,in the context of traditional village tourism,based on the theory of resource conservation and social exchange,this paper focuses on exploring a micro perspective in the interaction between host and guest--how the sincerity of the host has an impact on tourists’ immersion experience and loyalty,in order to provide some references for the sustainable and high-quality development of traditional village tourism.On the basis of reviewing and sorting out relevant literature,this study determined the research gap,built a research model according to the review and actual research questions,and collected the data needed for the research through a questionnaire survey.Using statistical analysis software such as SPSS and AMOS,based on empirical analysis of structural equation model,the internal mechanism of host sincerity,sense of belonging,tourist immersion experience and tourist loyalty was discussed.The research results showed that:(1)sincere social interaction and sincere emotional response positively affected the sense of belonging of tourists.The positive influence of sincere emotional response on tourists’ sense of belonging is greater than that of sincere social interaction.(2)Tourists’ sense of belonging has a positive impact on tourists’ immersion experience and loyalty.(3)Tourists’ immersion experience positively affects their loyalty.(4)Tourists’ sense of belonging mediates the relationship between sincere social interaction and immersion experience,as well as the relationship between sincere emotional response and immersion experience.Meanwhile,tourists’ sense of belonging mediates the relationship between sincere social interaction and tourist loyalty,as well as the relationship between sincere emotional response and tourist loyalty.This study builds a theoretical framework that helps to explain the important role of host sincerity in traditional village tourism,and reveals the internal process mechanism of immersion experience and the generation of tourist loyalty in traditional village tourism.Using the sense of belonging as the mediating variable,explores the occurrence mechanism and influence results of the sense of belonging in tourism activities.Expanding the resources conservation theory and social exchange theory application scenario.Finally,combining the conclusions and results,this study provides corresponding enlightenment and suggestions for tourism destination managers of traditional villages,hoping that traditional villages can better play their advantages to achieve high-quality tourism development.