The Study To The Impact Of Rural Hiking Tourism Service Quality To Tourists’ Loyalty

Because of the development of national economies, and the environmental situation isgetting worse and more intense competition between people in recent years, people requireclose to nature, eager to relax their tense mood in the competition."Walk" came intobeing,now it has become a worldwide fashion health movement, it is not only to train aperson’s physique and stamina, to cultivate the human mind and temperament, to promoteinterpersonal communication, but also will inspire people to love nature, love of life. In China,this "walk" mostly happened in the suburbs or rural areas, so I will study the object defined asthe "rural hiking tour’, and this form of tourism in the future will have great commercial value.However, now at home and abroad the literature is little on the rural hiking.so I hope that through the angle of rural hiking tour of the service quality, to study thetourist loyalty. Thus according to my study I can provide some theoretical construction andimprovements to the rural hiking destinations.In this study, based on literature from multiple perspectives to study the dimensions andthe measurement of quality of service, I summed up the service quality of rural hiking tourismwhich have five dimensions：tangibles, reliability, responsiveness, assurance and empathy.And I study the relationship between perceived value to tourist, tourist satisfaction and touristloyalty and service quality,and then establishment the model of rural hiking service qualityto tourist loyalty, and at last proposes17hypotheses.In this study, empirical research through a questionnaire, collect data, use the SPSS16.0conducted data analysis to verify the model and assumptions. The findings final verificationof the establishment of the13assumptions, verify the results as follows：（1） the ruraltourism services quality include at least tangible, reliability, responsiveness, assurance,empathy sex five dimensions;（2） tourist perceive value at least include the price value,functional value, emotional value and social value;（3） the relationship of the rural hikingservice quality to the perceived value is a significant positive correlation, in which reliability,assurance and empathy tourist is related to perceived value, empathy is the most obviouseffect on tourists perceived value, reliability and assurance, tangibles and responsiveness tothe perceived value to tourist significantly impact has not been verified;（4） Rural hiking service quality to tourist satisfaction is significant positive, including tangibles,responsiveness and empathy on tourist satisfaction and positively related to empathy ontourist satisfaction effect is most significant, followed by tangibles and responsiveness fortourists, and the reliability and guarantee sexual satisfaction of significantly with the impactdid not get the verification;（5） tourist perceive value to tourist loyalty is remarkablenature is related;（6） tourist satisfied to the tourist loyalty is remarkable nature are related;（7） tourist perceived value to tourist satisfaction has a significant positive correlation.Come to the conclusion of this study will give rural hiking destinations a theoreticalguidance, which is given by improving rural hiking service quality, tourist perceived valueand tourist satisfaction to foster tourist loyalty. In this study, there are still many limitations,including empirical research areas, theoretical study and demographic information variableswhich are not added to the model as control variables, these problems can be refined in futureresearch.