The Impact Of Tourist Participation On Tourist Loyalty

With the steady development of economy and improved quality life of people, tourism characteristics of people,either behavior or ideas are constantly changing.In the process of tourism, tourists prefer to have an in-depth experience and perception on destination’s environment and content through participation.Therefore,the significance of tourist participation has gradually aroused the concern of tourism enterprises.As a new pillar of current tourism market, the theme park shows huge development space because of it’s interactivity and strong participation characteristics.Large number of studies have shown that tourist loyalty have significant impact on the management and development of tourism destination,therefore it is necessary for the theme park to formulate and adjust business strategy to effectively establish tourists loyalty according to its property characteristics and tourists’participation characteristics.So,this study is to explore the effect of the four dimensions of tourist participation on tourist loyalty and analyzes the intermediary role of the tourists’perceived value on the basis of related theories of tourist participation,tourists’perceived value and tourist loyalty.This research mainly uses the literature analysis, questionnaire investigation and mathematical statistics analysis method to gradually carry out empirical research around the three core concepts,which are tourist participation,tourists’perceived value and tourist loyalty.The questionnaire of this study is to distribute in various scenic spots,and238valid questionnaires were collected.The empirical results show that:(1) the four dimensions of customer participation have significant positive impact on customer perceived value. Among them,preparation has the greatest impact.(2)Four dimensions of customer perceived value have significant positive effects on customer loyalty. Among them, functional value has the the greatest impact.(3)All the dimensions of customer participation have significant positive effect on customer loyalty,except interpersonal interaction,among them,the responsibility behavior has the greatest impact.(4)The three dimensions of customer participation,which are preparation,information sharing and responsibility behavior have positive impact on customer loyalty through the mediating effect of customer perceived value.(5)The three variables of this paper have shown significant differences in the demographic characteristics of tourists and their tourist characteristics,and only the tourist income and occupation have no significant influence on these three variables.Based on the results of empirical research, this article puts forward the corresponding marketing advice to tourist enterprises in view of theme park’s tourist loyalty is not high.