Relationships Among Scenic Attraction, Recreation Experience, Satisfaction,and Loyalty

Under the background of experience economy, consumers will pay more attention to experience. Tourists want to get a rich and special visual and sensory pleasure experience by traveling. Rural tourism meets the experience desire of urban residents on the nature and the need to relax, so it gains a rapid development in the domestic tourism market. Based on review of previous domestic and foreign relevant researches, this paper took the rural tourism in Minhou County, Fuzhou City as an example, the visiting visitors in3scenic spots including the Qipan Zhai forest home, the ecological farm of Baisha Bay and the ecological garden of Longtai Mountain as research objects, uses experience economy theory, tourism experience theory, demand hierarchy theory and the sustainable development theory as a guide, a questionnaire which contains4subscales with respect to scenic attraction, recreation experience, recreation satisfaction and loyalty have been designed. Through an in situ questionnaire survey459valid samples were obtained. The exploratory factor analysis shows that the scenic attraction were extracted as3common factors such as "rural characteristic","conditions of the scenic spot" and "close to nature", the recreation experience was extracted as2common factors like "relaxation" and "social interaction and enhance knowledge", the recreation satisfaction were reduced to3common factors:"travel conditions","landscape" and "service attitude", and the loyalty constitutes independently one common factor. The correlation analysis indicates that there are positive relationships among the scenic attraction, recreation experience, recreation satisfaction and loyalty. The multiple linear regression analysis reveals that there are7variables such as "conditions of the scenic spot","close to nature","relaxation","social interaction and enhance knowledge","travel conditions","landscape", as well as "service attitude" have had significant predictable powers on the loyalty. Finally, based on these finding, some suggestions for the sustainable development of rural tourism in Minhou County, Fuzhou City, were put forward.