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The Tourism Destination Loyalty Study of Huangshan Scenic Area

Author: LiuYingYing
Tutor: LuLin
School: Anhui Normal University
Course: Tourism Management
Keywords: tourism destination tourist’s loyalty affecting factors structure model Huangshan scenic area
CLC: F592.7
Type: Master's thesis
Year: 2010
Downloads: 143
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Abstract


Entering into the 21st century, the competition of tourist destination is actually contest of winning customers. Some studies have shown it costs less that holding loyal tourists than that contending for customers.Therefore, most tourism destinations have to face the important issue of fostering tourists’loyalty and developing related businesses. In the research area of tourism destination loyalty, foreign scholars have done a great deal of research but the current lack of domestic research is still.In order to promote the development of tourism destination loyalty resreach and enrich the demonstration research , we introduce the trust variable to the tourism destination loyalty research. Though a new research angle, the paper is committed to tourism destination loyalty research, and hope to promote domestic research in this area.Based on the early research, this paper tries to combine the resreach angles of trading process and relationship process in order to analyse the affecting factors and constrcut the structure model of tourism destination loyalty.Taking Huangshan scenic area as an example ,this paper proves that several variables have made impact on the structure model.Based on the research results, this paper make several suggestions on management improvement and tourists’loyalty fostering in Huangshan scenic area.(1) In the three indexes of tourism destination loyalty ,the indexes of“recommended intention”and“word-of-mouth’get higher mark than the other indexes, however, the score of“willness of revist”is fairly low.Among these indexes, the avearge score of“word-of-mouth”index is 4.15 which is the highest mark of the quesionare; meanwhile the“word-of-mouth”index has good internal consistency.(2) In the four affecting factors of overall perceived value, factors of service quality ,emotional value ,social value have passed the inspection expect price value. Though the inspection we find that emotional value has made the most important impact on overall perceived value, however, social value has made less important impact on overall perceived value. (3) Factors of service quality perceived value, price perceived value, emotional perceived value with positive impact on satisfaction have all passed the test. Emotional perceived value has the greatest impact on satisfaction; however quality of service perceived value has minimal impact on satisfaction. Social perceived value having the positive impact on satisfaction did not pass inspection.(4) Among the factors affecting the tourist loyalty , tourists’satisfaction has the greatest impact on destination loyalty. Satisfaction and loyalty of the tourists is greater than the direct effect of indirect effect. Therefore the tourists’satisfaction has the direct impact on destination loyalty.(5) Trust is the key elements of affecting tourists’loyalty, and service quality is an important factor affecting tourist trust. In this paper, based on the conclusions of the study some suggestions of improving the management and cultivation of tourists’loyalty in Huangshan scenic area has been put forward. The suggestions are as follows:(1)establishing a "tourist-centric" concept;(2)insisting honest operation and management;(3) enhancing the service quality management of Huangshan scenic area;(4) improving the tourism e-business building;(5) improving staff satisfaction.

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CLC: > Economic > Tourism economy > China 's tourism industry > Local tourism industry
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