The Research About Relationship Between Cognitive Image Of Urban Leisure Space And Tourist Loyalty

The era of leisure and entertainment is coming and leisure has become an important part of people's life.Modern city is regarded as the supply place of leisure and the center place of demand.Recreation has been listed as one of the four functions and the carrier function of urban leisure space is more and more important.Urban recreation as a livelihood projects and social services is effectively provided to city residents and foreign tourists,which is an significant aspect to meet people's demand.It is significant to construct host-guest sharing urban recreation space scientifically by exploring the basic principles of customer loyalty.According to the current achievement to speculation the relationship between cognitive image of urban leisure space and tourist loyalty carefully in order to distinguish the effect of intermediary factors.Under the guidance of ABC theory(Affect-Behavior-Cognition Theory),the research follow two paths: “The cognitive image of urban leisure space affects the tourist loyalty through the tourist emotion” and “ The cognitive image of urban leisure space affects the tourist loyalty directly”,and then build a structural equation model about the relationship between cognitive image of urban leisure space and touristloyalty.This paper use the Yuelu Mountain as an example,which is national5 A tourist attractions,national scenic spots and city park of Changsha.Through sampling survey method,we use questionnaire to study the visitors for essential data.Using AMOS20.0 testing and correcting the structural equation model between cognitive image of urban leisure space and tourist loyalty,and the results show that:The cognitive image of urban leisure space is consist of spatial structure,space support,space function and the network information space,the four dimensions have indirect effect on tourist loyalty through tourist emotion and have direct effect on different dimensions of tourist loyalty;(2)The two paths play the main role in intention to revisit,they are “space function-tourist emotion-intention to revisit”and“the network information space-tourist emotion-intention to revisit”.In other word,the space function and the network information space have the biggest action for intention to revisit;(3)The path of “space support-tourist emotion-word-of-mouth referrals” has main effect on word-of-mouth referrals,In other word,the space support has the biggest action for word-of-mouth referrals;(4)Spatial structure has the majority responsibility of search for alternatives.Scientific management of city recreation should pay close attention to the following ways:(1)Optimize product structure of city recreationand meet the needs of market;(2)Improve the ecology environment of city recreation to enhance tourists' experience;(3)Highlight thematic features of city recreation to make more marketing attraction;(4)Enforce internal coordination of city recreation to promote the good reputation publicity;(5)Perfect service system of city recreation to boost tourists' revisit;(6)Innovate information network of city recreation and strengthen tourist's revisit intention;(7)Lay emphasis on the tourists emotion of recreation space and to improve marketing loyalty.The innovations of the paper are divided into two aspects.Firstly,this paper linked the cognitive image of urban leisure space to the tourist loyalty and then explain the relationship.The research make up the theory's vacancy and define the concept of cognitive image of urban leisure space clearly,all of this enriched the theory of urban leisure space.The shortage of this paper is just use one case to test the research.At the same time the collected sample data is limited to a short period,which may lead to the time and area limitations,lack of the consideration about visitors negative emotions and the cognitive image of leisure space need keeping the pace with times.