Research On The Influence Mechanism Of Vacation Scape On The Loyalty Of Migratory Bird-style Rural Summerseekers

With the intensification of global warming and urban heat island effect,there are more and more extreme hot weather in summer.Summer leisure vacation has become the only choice for tourists in summer furnace areas.Many areas in Guizhou are developing rural summer tourism in full swing by virtue of their advantages of cool climate,convenient transportation and good ecology.The development of rural summer tourism has the following advantages: first,under the background of rural revitalization strategy,urban residents’ rural summer tourism is helpful to promote urban-rural integration;Second,in the context of Guizhou’s exploration of transformation and upgrading,it is a very important transformation idea for Guizhou that does not rely on big investment,construction or projects,but only needs to carry out reception in villages with good transportation and climate.Therefore,this study takes rural summer tourism as the research context,adopts the method of quantitative analysis after field investigation,builds a holiday scene based on the service scene,and explores the mechanism that affects the loyalty of summer seekers.This study identified the main dimensions of vacation scene,place attachment,subjective well-being and loyalty,established a theoretical model framework,and designed a questionnaire based on it.300 questionnaires were issued and 276 valid samples were collected.By using SPSS and Amos software to analyze the valid sample data and testing the hypothesis of the structural equation model,this study draws the following conclusions: the vacation scene is composed of physical,social and natural dimensions,in which the physical dimension is the second-order variable composed of atmosphere,environment and facilities.The empirical study found that the physical,social and natural dimensions of vacation scenes had significant positive effects on place attachment,subjective well-being and loyalty.By exploring the relationship between place attachment and subjective well-being and loyalty,it is concluded that place dependence has a positive effect on subjective well-being and loyalty,while place identity has no significant effect on subjective well-being and loyalty.Subjective well-being has a significant effect on loyalty.As to the outcome,this paper will give relevant suggestions to further play the role of holiday scenes in promoting the "return of migratory birds" of summer seekers.This paper will give some thoughts on the road of realizing tourism industrialization development in Guizhou,and the effective connection between comprehensively helping consolidate and expand the achievements of poverty alleviation and rural revitalization.