The Research On The Influence Of Tourist Destination Service Encounter On Tourists Loyalty

With the advent of the era of experience economy, visitors pay more and more attention to the connotation of travel experience.The continuous development of tourism industry making tourists’ consumption idea gradually mature, so that the pure sightseeing tourism has been difficult to meet the needs of tourists. Nowadays,tourists are eager to obtain rich experience and high quality value in the process of tourism,which will directly influence their loyalty.The level of experience value is affected by the service encounter between service personnel and customers, which has been confirmed in the research of hotel, bank, retail and other industries.However, the influence mechanism of service encounter in tourist destination still needs further research.Based on this, this article explores the influence of tourist destination service encounter on tourist loyalty and the intermediary role of experience value, which based on the existing related research at home and abroad and constructs the concept model between the three based on the theory of S- O- R model.Then, through the questionnaire survey to obtain first-hand data, using SPSS17.0 and AMOS17.0 to analyze thedata, so that these conclusions have been put forward: first,service attitude, service behavior and service skills in tourist destination service encounter have significant positive influence on tourist loyalty;Second, language communication, service behavior and service skills have significant positive influence on the functional value and emotional value, and service attitude has significant positive influence on the functional, emotional and social experience value;Third, functional value and emotional value have significant positive influence on tourist loyalty.Finally,this article puts forward some related suggestions to improve tourist loyalty which based on the above conclusions, and discusses the limitations and future research directions of this study.