The Relationship Among Tourist Motivation, Service Quality, Satisfaction And Loyalty At Home Inn

Recently, with the changing of people tourism conception and the development of self-guided tourism, home inns have drawn attention to many tourists by their special characteristic such as pleasure, convenience, economy, optional and then became the important part of the accommodation market rapidly. The appearance of home inn not only resolve the accommodation problem happened on Golden Week and provide diversified accommodation choice, but also offer some work opportunities for local people and accelerate the local economic development. Therefore the development of quality and quantity at home inn will get their popularity day by day within the new consumerism age in which tourists' demand appears diversification and individuation.The main topic of this research are tourists' motivation, service quality, satisfaction and loyalty, and the study which is conducted by taking the tourists in Lijiang old town home inn as the analysized samples established a model to examine the relationship between each construct built in this study by LISREL. The research results were as followed:(1) Home inn tourists' motivation contains four facets: circumstance experience, folk-custom experience, word of mouth experience, practical benefit, within which the circumstance experience and folk-custom experience motivation were the main constructs. All of the circumstance experience motivation, "Home inn closed to the main travel spot" was the highest; in the folk-custom experience motivation, "Staying in home inn make you feel relax" was the highest. (2) In the pre expectation of home inn tourists, "The scene around the home inn is good and the sight is perfect" were higher in the tangibility facet; "Staying in home inn is as comfortable as at home" were higher in the empathy facet.(3) In the real experience of home inn tourists, "external architecture of home inn is elegancy and attracting" were higher in the tangibility facet; "home inn has warmhearted staff were higher in the empathy facet.(4) Tourist motivation had significantly positive influence to pre expectation and real perception.(5) Real perception had significantly positive influence to satisfaction and loyalty.(6) The pre expectation had directly negative influence to satisfaction, however it directly influence to loyalty, which was not significant.(7) Satisfaction had significantly positive influence to loyalty.(8) Tourist motivation influenced loyalty by real experience and satisfaction, that demonstrated real experience and satisfaction were the mediator variable to influence the loyalty of tourists' motivation.(9) Real experience influenced loyalty by the satisfaction, which revealed satisfaction was the very important mediator variable between real experience to influence loyalty.