Research On Tourisit Satisfaction And Loyalty Of Time-honored Catering Brand From The Perspective Of Food Tourism Motivation

With the rapid development of modern tourism, tourists are increasingly requiring high quality of tourist experience. Full filling basic tourist needs is not sufficient. Tourists are now paying more attention to the quality, sanitation, and local culture of food and beverage. Local food and beverage as a special tourism product, has become a key attraction of tourism at destinations. Food and beverage consumption is an important part of tourism component. The satisfaction of food and beverage consumption can significantly affect the quality of the travel experience. Obviously, the quality and characteristics of local food and beverage plays an important role in attractiveness and competitiveness of tourism destination.Time-honored catering brand is an unique form of brand in China. As the quintessence of Chinese food, it can represent the characteristics and traditional diet culture. After the decades or even centuries, Time-honored catering brand represents the continuation of history and have a good reputation among the people and appeal to the market strongly. Time-honored catering brands get more and more attention again although the food security problem has been an issue because of the excellent quality of products which is important for business long-term profit and reputation. With the documentary " a bite of china " broadcast, the Time-honored catering brands draw a huge attention at home and abroad. Tourists are getting more interests about the Time-honored catering brands. For the destination, it is not only getting more attractive, but also promoting the local culture and developing its economy.Although the development and importance of Time-honored catering brand in tourism has begun to form an academic debate, little effort has been invested in understanding what tourist motivations influence consumption of Time-honored catering brand in a tourist destination and mechanism of motivation for visitor satisfaction and loyalty. Accordingly, by integrating two disparate streams of research on tourist motivation and Time-honored catering brand consumption, this study aims to develop a measurement scale that can be used in understanding tourist motivations in choosing Time-honored catering brand and empirically examine the interrelationships among the motivation factors, customer satisfaction, and loyalty.Based on the literature review, this study developed a model of the motivation factors, customer satisfaction, and loyalty.The model will be used for the selected visitors who choose Time-honored catering brand for the survey. The data about consumer psychology and behavior was selected through questionnaires, then analyzed adopted Descriptive analysis, Variance analysis, Exploratory Factor Analysis and Multi-regression Analysis by spss17.0. Based on the focus group of the experts and combined with empirical results, this paper plans to provide some innovative development strategies for the Time-honored catering brand.(1) The motivation factors of the tourists’ consumption is multidimensional. It contains five factors:culture experiencing, relaxation and leisure, nostalgia, products and environment, and attractiveness of brand. For the Time-honored catering brand, the most important is attractiveness of brand.(2) Tourist motivation and satisfaction:the culture experiencing, relaxation and leisure, products and environment, and attractiveness of brand have significant positive effect on tourists’ satisfaction. Those motivations can be listed in descending order according to their impacts on tourists’ satisfaction: products and environment, attractiveness of brand, relaxation and leisure, the culture experiencing. On the other hand, nostalgia has no significant relationship to tourist satisfaction.(3) Tourist motivation and loyalty: the culture experiencing, relaxation and leisure, nostalgia, products and environment, and attractiveness of brand have significant positive effect on tourists’ loyalty. Those motivations can be listed in descending order according to their impacts on tourists’ loyalty: the attractiveness of brand, the products and environment, the culture experiencing, relaxation and leisure, and nostalgia.(4) Tourist satisfaction and loyalty: the satisfaction have significant positive effect on tourists’ loyalty.(5) Tourists with different demographics vary dramatically in motivation, satisfaction, loyalty.Finally, based on those conclusions, this study provides some implications for Time-honored catering brand innovation development and the direction of future development.