A Study On The Impact Of Tourist Performing Arts Service Quality On Tourist Loyalty

With the continuous expansion of middle-income groups and the continuous upgrading of tourism consumption in China,the level of tourism consumption of domestic tourism consumers has been constantly upgraded.Tourism performance,the representative product of cultural tourism integration,has been widely loved by consumers,and the development of tourism performance has attracted much attention.The development of Tourism Performing Arts has played an important role in promoting the transformation and upgrading of local tourism industry structure and enriching tourists' experience.Tourism performing arts have become a charming tourist attraction for major tourist destinations and scenic spots.Behind the rapid development of Tourism Performing industry,there are some problems,such as uneven product quality,serious homogeneity,lack of cultural connotation and so on.At the same time,domestic and foreign research on Tourism Performing Arts is relatively scarce,and there is a lack of theoretical basis to solve the development of Tourism Performing industry at this stage.Based on this,this paper focuses on the two key points of service quality and tourist loyalty,and uses structural equation model method to study the characteristics and rules of service quality of tourist entertainment on tourist loyalty,so as to improve the service quality of tourist entertainment and enhance the loyalty of tourists.Through on-the-spot investigation and questionnaire survey on Guilin's Thousand Years' Situation,a typical representative of Tourism Performing arts,Guilin's Thousand Years' Situation Area,as an empirical case,collects data analysis through questionnaire survey,carries out reliability test,validity test and factor analysis on the original data of the questionnaire through SPSS19.0,and then uses AMOS 17.0 to carry out confirmatory factor analysis and construct the structural side of the data.The process model is used to verify the original hypothesis.Through empirical analysis,the final conclusions are as follows: the service quality of Tourism Performing Arts consists of four dimensions: tangible facilities,cultural atmosphere,service environment,and tourism entertainment appreciation;local attachment consists of two dimensions: local dependence and local identity;tourist satisfaction of Tourism Performing Arts consists of three dimensions: trust,satisfaction and commitment.The tourist loyalty consists of two dimensions: attitude loyalty and behavior loyalty.There are four ways to influence tourists' loyalty:(1)tourism service quality directly affects tourists' loyalty;(2)tourism service quality acts on tourists' loyalty through local attachment;(3)tourism service quality acts on tourists' loyalty through tourists' satisfaction;(4)tourism service quality acts on tourists' loyalty through local attachment.Local attachment acts on tourists' satisfaction,and tourists' satisfaction acts on tourists' loyalty as an intermediary variable.This paper enriches the relevant research results of Tourism Performing arts,broadens the thinking of Tourism Performing Arts research,enlightens the development thinking of the main body of Tourism Performing arts,and has certain theoretical significance for the management,development and marketing of Tourism Performing Arts industry.At the same time,based on the results of empirical research,this paper puts forward some suggestions on the management of Tourism Performing Arts from five aspects: positioning the target market,improving service quality,reducing the perceived cost of tourists,emphasizing the value of tourists' experience,and improving the creative level.