A Study Of The Impact Of Nostalgia On Tourist Satisfaction And Loyalty In Rural Tourism

In The West or in China,the development of economy is regularly accompanied by the concentration of population.In last 30 years,a large number of rural populations have come to the city,resulting in the lack of urban recreational space and the increasingly popularly of rural tourism.The dilapidated of rural,pressure and the hustle and bustle of the city,urban and rural conflicts sparked a profound reflection for rural governance.In this round of reflection wave,the subject of "nostalgia" transferred from the perspective of culture to the public view,arising people’s soft emotion for China for a thousand times,which has become a repeated research topic.The outbreak of "Nostalgia" emotion is a stage which China’s reform and development is bound to come to.From the social field in 19 th Century to the field of human settlements in the West in 20 th Century,the Renaissance of the West has experienced the stages of "human nature",the harmonious relationship between human and society,human and the environment.Today,China has also ushered revival of human solicitude in the rural.This research studies based on the perspective of urban tourists "nostalgia" emotion,taking the rural tourism as the main carrier,the "nostalgia" of visitors will be defined as “place attachment” produced in the Identity conversion from village to urban.In the previous studies,the feelings of tourists will affect their travel satisfaction.This study researched the influence of "nostalgia" on customer satisfaction and loyalty in rural tourism.This paper follows the basic paradigm of empirical research:Introduction: this part introduces the research background,theoretical significance and practical significance of the thesis,the main contents of the chapter,the possible innovation and technical roadmap.The first chapter is the literature review,combing the domestic rural tourism motivation and tourism experience,"nostalgia" in the research field,research progress and emotional satisfaction and loyalty between tourists and the relationship between them.The second chapter: demonstrate the connotation of "nostalgia" from three aspects of political,media and academic research;analyze the "nostalgia" elements and the relationship between rural tourism and "nostalgia".In the third chapter,based on the theory of consumer motivation,Expectation Confirmation Theory,cognitive affective behavior intention theory,consumer purchase decision theory and other related theories,the research model is put forward.The fourth chapter includes the research variables and scale design,questionnaire design,pre-test,correction,and formal investigation process.In the fifth chapter,based on the data processing,the reliability and validity of the structure model,the scale factor analysis,the model modification and the hypothesis test are analyzed.The sixth chapter: according to the results of the model and hypothesis,the conclusion is summarized,and some management implications are put forward,the disadvantages and future prospect are concluded.Through the analysis above,the following conclusions are obtained:(1)In the whole process,tourists’ consumption behavior in rural tourism shows positive transfer characteristics and benign;(2)Tourist s nostalgia tourist perception and visitors’ loyalty are composed of two dimension structure variables;(3)The impact of positive "nostalgia" on tourist satisfaction and tourist loyalty is greater than negative "nostalgia".The research above enriches the research results of the satisfaction and loyalty of rural tourism,and enlightens the development of rural tourism destination,which has certain theoretical and practical significance.Based on the conclusions above,this paper also put forward the following suggestions:(1)Plan urban and rural area scientifically,build special rural space;(2)Pay attention to emotional experience,arouse tourists positive "nostalgia";(3)Change industry evaluation criteria,regress to nature of rural tourism.In short,the future development of rural tourism needs refer to nostalgia concept,focus on human emotion in different time and space of the society,pay attention to the ecological relationship between human and society,human and nature;restoration of landscape,improve the rural heritage value,rural folk customs and the correction.Make the country a spiritual homeland where the villagers,tourists,people drifting out can store "nostalgia";retain diverse temporal and spatial memory for the people’s nostalgia,so as to realize the "Urban Renaissance remember nostalgia culture.