The Rethinking Of Tourism Destination Loyalty

As the development of China’s economic, people increasingly concern about the quality of life with more consumption of the spirit. And leisure and tourism has become an important part of life. On the other hand, with the proposal of Strong City or Strong Province targets by the region, as well as the establishment of tourism as a pillar industry, the development of tourism has got a solid policy support, and ushered in an unprecedented opportunity for development. But for the tourist destination, it is both an opportunity and a challenge. There is no doubt that it has been an urgent problem to find the way of winning in the fierce market competition.At the same time, considering direct economic benefits and strong word of mouth effect brought by the loyal visitors, many tourist destinations have made the loyalty as an important segment market. However, there still exists doubt of how to cultivate loyal tourists, the factors of affecting loyalty, and the relationship between destination satisfaction and loyalty from the current study.The article starts from the operational definition of loyalty, dividing destination loyalty into attitude loyalty and behavior loyalty. And the attitude loyalty selects willingness to recommend, emotional love, revisiting willingness three standards to signify. And the behavior loyalty mainly involves repeat visit behavior. The article uses qualitative interview methods to study the factors of destination loyalty, and the relationship between three standards of attitude loyalty. Besides, the article makes the relationship between destination satisfaction and loyalty as another discussion point.The framework of the article is organized as follows:The first part introduces the research background, significance and research framework; The second part mainly summarizes the situation of domestic and international destinations loyalty research with four blocks; The third part is the study design, including the determination of the research object, the selection of research methods, and data collection and collation; The fourth and fifth part are the main body of the article, where the fourth analyses the factors of affecting destination loyalty and the fifth analyses the relationship between attitude loyalty, behavior loyalty and destination satisfaction; the Sixth part is about the main conclusion of the study, research limitations and prospects.Through the15tourists’interviews, the article finds main factors to affect the recommended tourist including:1. the destination landscape and culture;2. Destination tourism infrastructure;3. Destination public environment;4. Travel costs. The factors to affect tourists’ destination loyalty include:1. the performance of landscape or cultural and personal preferences;2. Tourists’"construction" of destination landscape;3. the awareness of destination public environmental;4. the special significance of the place for tourists;5. the story of visitors at the destination. Usually revisit intention is established on the basis of recommendation intention and emotional love. Also, it is still strongly influenced by tourists’motivation and prior experience. As the revisit intention transforming into repeat visit, there also exists several extrinsic factors to influence, such as economic conditions, traffic, time and playmate.In addition, the relationship between willingness to recommend a tourist destination and emotional loyalty is not very stable. For some tourists, even though they are unwilling to recommend the destination, they may still have emotional loyalty to the destination. Besides, it is more stable between emotional loyalty and revisiting willingness than the relationship of willingness to recommend and revisit intention。For destination satisfaction, it seems to be better predicted by emotional evaluation. Therefore, it may be more suitable to understand it from cognitive-affective view.The main innovation of the article is to use qualitative interviews to explore tourists’destination loyalty in depth; Secondly, the article confirms the strong effect of tourists’personal factors, which makes the relationship between recommendation and love of a destination unstable.The major defects of the article are as follows:l.The short of difference between interviewees;2. It just reveals the factors affecting destination loyalty without the further empirical research. Therefore, in the future, it is a good way to make a quantitative analysis of these factors. On the other hand, it is also a good view to make a deep research of the effect of story or special significance of the destination to destination.