Study On The Relationship Between Tourism Destination Image And Tourist Satisfaction And Loyalty

In recent years,the development of rural tourism continues to accelerate,but also have problems.Although some scholars reserched visitors experience,service awareness,and the core competitiveness of rural tourism destination image,but these studies are still focusing on the influence factor of the rural tourism destination image composition,mainly qualitative research,comparative research,,and still have some shortages.Therefore,from the perspective of tourists,this paper takes Da Li Shu spot as rural tourism research site,conducts an in-depth investigation on the satisfaction and loyalty of tourists,and comprehensively discusses the relationship between the purpose image of rural tourism and the satisfaction and loyalty of tourists.The main research contents of this paper include the following two aspects: first,taking Da Li Shu village as an example to create the image measurement scale of rural tourism destination,and analyzing it;Secondly,through the structural model,discusses the relationship among the elements of tourism image,tourist loyalty and satisfaction.From that two aspects,this study selected the visitors from Da Li Shu as sample,literature research as the foundation,and combining the real situation,design a effective questionnaire,it contents the tourists' satisfaction,loyalty and destination image measurement and characteristics of tourists in statistics.And through the reliability,validity and factor analysis to extract the Da Li Shu spot image consisting of five dimensions and 30 factors,five dimensions respectively,the environment of tourism,tourist attraction,supporting system of tourism,tourist infrastructure,accommodation and shopping.Secondly,according to satisfaction and loyalty to set the structural equation model,and discussed the relationship among the factors of satisfaction,loyalty and destination image.Due to the measurement results and the feature of rural tourism,the model path is optimized and modified,and the hypothesis is verified.Finally,it is found that there is an obvious positive correlation between the five dimensions of tourism environment,tourism attraction,tourism support system,tourism infrastructure,accommodation and shopping and satisfaction.The four dimensions of tourism environment,tourism attraction,tourism infrastructure,accommodation and shopping are positively correlated with loyalty.Tourist satisfaction has a significant positive effect on tourist loyalty.Finally,the overall situation of tourism in the village is analyzed,and corresponding countermeasures and Suggestions are put forward from the aspects of scenic area environment construction,characteristic tourism product development,tourism foundation,supporting facilities and supporting system improvement and tourism marketing channel expansion.