Influence Of Employees' Emotional Labor On Wine Tourists' Brand Loyalty

With the rapid development of social economy,people's ways of life and leisure have also changed.As a new style of tourism,wine tourism is getting more and more attention.The rapid development of wine tourism has led to the serious problem of the homogeneity of tourism products.How to cultivate the brand loyalty of the wine tourists has become an urgent problem to be solved for the sustainable development of the wine tourism industry.At present,customer's demand for tourism is increasing,and they pay more attention to the experience value provided by the server.From the perspective of customer experience value,it is an effective way to solve the problem of homogenization of tourist products by studying the brand loyalty of wine tourists.Under the background of experience value,emotional labor has become the third form of labor beyond physical labor and mental labor,and it is the core source of customer emotional experience.In the process of service contact,employees manage and adjust their emotions to express customers' expected emotions through voice and expression according to the organization's rules,which is namely emotional labor.In the process of employee-customer service interaction,employees usually adopt two kinds of emotional labor strategies: surface acting and deep acting.A large number of studies have shown that employees' different emotional labor strategies can affect the service quality of employees in different degrees.However,there is still lacking the research that explores how employees' emotional labor strategies affect the brand loyalty of wine tourists.This research has enriched the previous research from the following aspects: firstly,the existing literature is generally limited to a simple explanation and demonstration of the wine tourism concept and theory.Based on the theory of emotion,this study research the impact of employee's emotional labor strategy on tourist's brand loyalty from the perspective of visitor experience value;Secondly,the previous research only concern the relationship between individual emotional labor and service quality,service quality and brand loyalty under different industries,lacking the research framework of the three variables as a whole.Based on the theory of customer perceived value,this study explored the mediating effect of perceived service quality between the relationship of emotional labor and brand loyalty;Thirdly,based on the theory of emotional infection,this study explores the moderating effect of wine tourists emotional sensitivity between emotional labor strategy and perceived service quality,and partly explain the reasons for the inconsistent conclusions on the impact of emotional labor on the quality of service have been studied.In this study,we used 468 valid data,using structural equation model and multilevel regression to test the wine tourists as samples.The test results showed that surface acting of emotional labor strategy has a significant negative impact on the tourist brand loyalty;Deep acting of emotional labor strategy has a significant positive impact on wine tourist brand loyalty;Wine tourism perceived service quality plays a mediating role in the relationship between emotional labor strategies and brand loyalty;Wine tourists perceived service quality plays a part intermediary role between deep acting and Wine tourist brand loyalty;Wine tourists emotional sensitivities plays a moderating role in the relationship between emotional labor strategy and the perceived service quality;emotional sensitivity and emotional labor strategy,through the intermediary effect of wine tourists' perceived service quality affects the brand loyalty of wine tourists.From the perspective of experience value,this study explores the influencing factors of brand loyalty of wine tourists,which enriches the research perspective of brand loyalty of wine tourists.At the same time,by paying attention to the research on the brand loyalty of the wine tourists,we can provide valuable information and advice for the relevant government departments and the managers of the related tourism industry to formulate the brand construction plan and development strategy.