Staff And Tourists' Perception Of Scenic Spot Resource Allocation On Tourism Loyalty

With the increasing competition among tourism destinations,tourist loyalty plays a key role to maintain the competitiveness of a tourism destination.It has been theoretically proved that economical befit diminishes as resource invests increases to reach a certain margin.To optimize resource allocation and enhance tourist loyalty,scenic spot managers need to balance among various resources.The mechanisms of tourism resource allocation on tourist loyalty,however,are to be further studied.Customer loyalty has always been a hot area of research in the study of consumer behavior.Tourist loyalty is a certain kind of customer loyalty in the specific context.As a newly sprouted research subject,the theory of visitor loyalty is still immature in many aspects.Thus the study of this subject is both theoretically valuable and practically important.This study combines theoretical study with empirical research,and analyses the relevant theory models of service resource allocation and tourist loyalty through literature searching.On the basis of the above,the author expands and establishes the concept model of this study designs the initial questionnaire and conducts a field survey in Jiuzhai Valley and Huanglong scenic spot.The author uses the SPSS analysis software to make a descriptive statistical analysis of the data obtained,carries out the exploratory factor analysis and reliability analysis to test the validity and reliability of the scale and deletes some items that are not divorced or have low validity basing on the test results.Then the author uses AMOS software to analysis the validity of the scale by conducting confirmatory factor analysis,which determined the final measurement scale;On this basis,this study uses AMOS software to fit the mutual relationship between the three variables and tests the total hypothese put forward in accordance with the model by constructing a structural equation model of scenic spot resource allocation perception,service quality and touristy loyalty.This study obtains three valuable conclusions: Firstly,develops the scale of scenic resource allocation perception from visitors and staff these two angles,including six dimensions and 25 items of "scenic spot image","scenic spot equipment","scenic spot environment","working environment","staff life" and "return"(tested the reliability and validity),there is few relevant scholars deal with this scale,therefore this is a innovation of this paper.Secondly,through structural equation modeling,analyzes the related factors of tourist loyalty and verify most of the theoretical hypothesis,provides a basis for managers making decision in developing marketing strategies.Thirdly,according to the results of the analysis,makes suggestion of relevant recommendations to enhance tourist loyalty,including focus on optimizing resource allocation of the scenic environment,making the standardized regulation and supervision of service behavior and enhance employee resource allocation.