Research On The Influence Of Memorable Tourism Experiences On Tourists' Loyalty Of Rural Tourism Destinations

Under the background of rural revitalization,the development of rural has entered a new journey.Traditional rural tourism destinations have made many attempts to improve their competitiveness.However,due to lack of in-depth understanding of the market,the characteristics of consumer behavior and weak marketing ability,cultivating loyal tourists has become the key but difficult point.As the ultimate experience pursued by consumers,memorable tourism experiences(MTEs)have been researched by researchers in the field of tourism research since the end of the last century.The researches of creating a memorable tourism experiences have been continuously developed,which also provide new ideas to cultivate loyal tourists.Based on the memorable elements of tourism experiences,this study points out the key elements that guide tourists' loyalty,and seeks the root cause and the right medicine for rural tourism.This study constructs the theoretical model of “MTEs—tourist's loyalty” based on the main domestic and international research results in the fields of tourism experience research of MTEs,tourism memory and tourist's loyalty.Chun'an,Hangzhou is selected as the case,and an empirical study is conducted on the “visitors who have been visited Chun'an,Hangzhou in the past five years”.The questionnaire is designed according to the researchers' maturity scale.548 valid questionnaires are collected online and offline,and are used to make descriptive statistical analysis,reliability and validity analysis,structural equation model analysis and mediation effect analysis by SPSS and AMOS software.And then,three conclusions are drawn:(1)hedonism,involvement and local culture can positively affect tourism memory.(2)tourism memory is an important cause of tourists' loyalty.(3)tourism memory plays a mediating role in the influence of tourism experiences' elements on tourists' loyalty.Based on the above conclusions,the following four points are proposed on how to create and provide MTEs and cultivate loyal tourists in rural tourism destinations:(1)pay attention to tourists' sense of pleasure which leads to stimulate emotional identity;(2)enhance the sense of participation of tourists and co-create destination's value;(3)mining local characteristics and strengthen the confidence of rural culture;(4)strengthen tourists' memory.