A Study On The Relationship Between Perception Of Service Quality Of Destinations,Sense Of Tourism Gain And Willingness To Revisit

The sense of gain is a recent focus.More and more researchers have realized that the sense of gain is a criterion for measuring the development of things,and it is particularly important to improve people’s sense of gain.The study of tourists’ sense of tourism gain of great significance and is directly related to the development of tourism destinations.At present,the research on the sense of gain in the field of tourism is still relatively scarce.The concept and aspect of the sense of gain are still not clear,and the research from the perspective of tourists is even rare.Therefore,it is particularly important to clarify the connotation and level of tourists ’sense of gain in tourism,and on this basis,it is of great value to take the sense of tourism gain as an intermediary variable,and to explore the role of the sense of tourism gain in the perception of service quality of destinations and the willingness of tourists to revisit.Based on this,based on relevant mature concepts at home and abroad,combined with the needs of tourism destination development,and in accordance with the S-O-R analysis framework,the concept of sense of tourism gain is defined,thedimension of sense of tourism gain is explored,and tourism destination services are constructed Conceptual model between quality perception,sense of tourism gain and willingness to revisit.A questionnaire tool was used to conduct a sample survey for tourists in the Phoenix Town to obtain basic data,and a structural equation model was used for verification.The results found that: first,the sense of tourism gain includes three dimensions:physiological sense of tourism,psychological sense of tourism,and social sense of tourism;Secondly,the reliability and empathy in the perception of service quality of tourist destinations significantly positively affect the sense of tourism physiological gain,tourism psychological gain and tourism social gain,respectively.The tangibility significantly positively affects tourism psychological gain and responsiveness significantly positively affected tourism psychological gain and tourism social gain,and the remaining variables had no significant relationship with tourism gain;third,the sense of tourism physiological gain,the sense of tourism psychological gain,and the sense of tourism social gain have significant positive effects on the Willingness to revisit;Fourth,the reliability and empathy in the perception of service quality of touristdestinations have a significant positive impact on the willingness to revisit.There is no significant impact on tangibility,assurance,responsiveness,and willingness to revisit.Fifth,after controlling for gender,age,education,average monthly income,number of visits,and travel modes,the perception of service quality of destinations can indirectly affect the willingness to revisit through the sense of tourism physiological gain and the sense of tourism psychological gain,respectively,with the greatest intermediary effect of the sense of tourism psychological gain.Based on the conclusions of the study,three management suggestions are put forward:it is proposed to attach great importance to the promotion of incentive factors in tourism destination service quality perceptions,improve the health care factors,attach great importance to the satisfaction of tourists ’sense of tourism acquisition,and especially pay attention to the satisfaction of tourists’ psychological acquisition of tourism in order to enhance the willingness to revisit.