The Study On Influencing Factors Of Rural Tourists’ Loyalty

Rural tourism has some effects on the economic and social development.and the natural and human environment. Rural Tourism can especially expand the sources of income of farmers,and help to update the structures of rural industries. Therefore, rural tourism is usually regarded as a prospective route to solve the rural issues. Rural tourism has been spreading rapidly in China,with the speeding up of urbanization and the improvement of tourism demand and consumption capacity.attracting a lot of urban tourists. The rapid development of rural tourism has made the rural tourism market more competitive,but caused some hidden trouble of rural tourism’ssustainble development.In recent years.the problems of over-exploitation of tourism resources, product homogeneity.and cut-throat competition has gradually appeared. All of these problems will impair the healthy and sustainable development of rural tourism.In order to solve these problems,to help rural tourism improve management strategy and improve tourists’ loyalty, this paper will study influencing factors and these"s mechanism of tourist loyalty. The paper consisted of the bellow parts: Firstly.based on a systematic review of rural tourism theory and practice.the concepts of rural tourism and tourist loyalty are newly defined. And summarized the influencing factors of tourists’ loyalty and their relationships.Based on this.we construct the theoretical model of this study combined with toutist satisfaction and switching barrier. Secondly.the paper designed the questionnaire with related literature,then collected the sample data through the fieldsurvey and network survey. Thirdly, processed the sample data through Structural Equation Modeling.then the paper summaru relevant researching conclusion.Trough the above research work.the main conclusions are as follows:(1) Rural tourism has some dependence on tourist loyalty.the tourist market is mainly within5hours of the surrounding area.Rural tourists revist rate is very high and many visitors are subject to the relatives and friends to there.(2) The Study identified tourist satisfaction, place attachment and alternative attractiveness as direct influential factors for forming tourist destination loyalty.Place attachment can directly drive the tourist loyalty forming.but also can indirectly influence the formation of loyalty through influencing satisfaction.And the two kinds of influencing mode have similar effects on tourist loyalty.(3) Destination image and perceived value have no directly influence on the formation of tourist loyalty. However, destination image may indirectly influence the formation of loyalty through influencing perceived value, satisfaction and palce attachment.Perceived value can only indirectly influence loyalty through tourist satisfaction.(4) Alternative attractiveness has a significant positive influece on tourist loyalty,rather than the negative effect of assumption.