A Research On The Relationship Among Tourist Destination Trust,Tourism Happiness And Tourist Loyalty

Tourist's trust in destination is the basis of tourism development.Tourism happiness has the significance of tourist's realization of tourist value.Tourist loyalty research as the potential attraction of tourism market is related to the sustainable development of tourist destination.Based on the attitude theory and cognitive behavior theory,this paper puts forward the hypothesis of the relationship between tourism destination trust,tourist happiness and tourist loyalty,and selects the Fenghuang ancient city as an example,explores the relationship among the tourist destination trust,tourism happiness and tourist loyalty,to providing suggestions for the construction of tourist destination and the acquisition and promotion of tourists' happiness.Comprehensive correlation between the three studies,under the premise of the theoretical research hypothesis,using the mature scale for pre-investigation,the Fenghuang ancient city tourists questionnaires were randomly distributed to obtain the basic data to determine the rationality of sample distribution and data quality rationality of the core variables Table for the reliability analysis;formal research phase and the hypothesis testing phase,the use of SPSS and Amos software for data analysis,using descriptive statistics,reliability analysis,confirmatory factor analysis,path analysis and other data analysis methods to verify the hypothesis about the relationship among tourist destination trust,tourist happiness and tourist loyalty.we found the conclusion:firstly,the tourism destination trust has a positive influence on tourism happiness.Secondly,the tourist destination trust has a positive influence on tourists' loyalty.Thirdly,tourism happiness has a positive influence on tourists' loyalty,verifying the relationship between tourist destination trust,tourism happiness and tourists' loyalty.Finally,the research Suggestions are provided from two aspects:the management of tourism destination and the happiness of tourists.Promote sustainable development of tourism destination,promote the overall improvement of economic,social and environmental benefits.In the end,the research and analysis of this paper are discussed.