A Study On The Impact Of Travel Motivation On Travel Loyalty

The Jinhua city lie in the central part of Zhejiang province. Jinhua is also the inevitable place where metropolis such as Shanghai, Hangzhou transform their technique and industries to west south cities. Jinhua is also the transition that coast cities such as Linbo and Wenzhou boost their cities’economic to inland interior region.The Jinhua city has1700years, and it is one of famous history city of China. The Jinhua city has fantastic views, including many mountain, mountain holes, lakes and waterfall. The water resources of the Jinhua city is very abundant. In this city area, the qiantang river, ou river, chaoer river and jiao river fall cross the city. Taking an overall look, the Jinhua city has ample nature resources, good cultural resources, and convenient traffic.However, the present condition of the Jinhua city is not optimistic, and there is a big distance between people’s expectation and its tourism situation. The question of Jinhua is that it has a low loyalty. Abviously, the cost of new tourism is higher than the cost of loyal passanger. So, the Jinhua city need to improve the loyalty.The author has not found papers about the relation between loyalty and travel motivation. Basing on the author’s job, the author take conversation with the passengers and the travel workers. Then, we hold a model including pulling motivation, pushing motivation, satisfaction and loyalty. We also develop three ground variables:gender, the travel experience and the income of passengers.In order to testify the model, this paper take an academic research. We develop a detailed hypotheses. Basing on the popular scales, the author focus on the difference of the travel motivation, satisfaction of travel and loyalty of travel between Chinese and west countries’ travelers. After that, we take a pre-test of scale, then develop the test scale. The paper received138valid questionnaire according the framework of nature view, hotel, entertainment and restaurant, and shopping place. By cronbach alpha and confirmatory factor analysis, we test the reliability and validity of the scale, and the result of test is good. The author also use multi-variable covariate analysis to test the ground variables (including gender, the family income of passengers and the experience of passengers) effect. We also use linear structure equation modeling to test the hypothesis1, hypothesis2and hypothesis3. we find out that all hypotheses is supported by the data.This paper have academic innovations and practical meaning.The academic innovations has three. The one is the concept model including pushing motivation, pulling motivation, satisfaction and loyalty. It is innovation because we have not found any paper about the motivation and loyalty of travel. So the model has figured out mechanism between the motivation and loyal of travel. The second innovation is the paper includes three ground variables, gender, the experience of passengers and the family income of passengers. The three variables has significant effect on the pushing motivation, pulling motivation, satisfaction and loyalty. It has made a new study field for motivation research. The third innovation is the modification of scales about pushing motivation, pulling motivation, satisfaction and loyalty. Although there is popular scales in academic paper for pushing motivation, pulling motivation, satisfaction and loyalty, but the big difference between china and west countries makes it necessary to modify the scales.This paper has also good meaning for management, which including three aspects. The first one is enterprise need to distinguish the pushing motivation and pulling motivation, because the pushing motivation and pulling motivation has significant different effect on travel involvement, attitude and loyalty. It is important especially for Jinhua city. According to survey, the passenger go to Jinhua city mostly for pushing motivation not Jinhua city pulling motivation. So we have the second management advise that enterprise should take effort to improve the pulling motivation of Jinhua city. The third management advertise is the government and association should take hard work to set up the pulling motivation. The puling motivation includes four dimension, the culutural resource, natural view, economical situation and social situation. It is obvious that enterprise have small power to convince passengers the Jinhua’s good pulling motivation. However, the government and association get twice the result with half the effort. So we give the advise that government and association take more measurement to improve the Jinhua’s city image.