Study On The Impact Of Themed Mega-events On Tourists' Loyalty In Scenic Areas

In recent years,China's economic growing rapidly,which leads people's living standards continuously improving.With the arrival of the experience-economy era all over the world,China's "leisure era" has quietly arrived.As an important form of leisure,leisure tourism is developing rapidly.The advantages of tourism developing have been gradually explored,and the importance of tourism developing is gradually recognized.However,not all scenic spots can be innovated and create a new business model,which causes the similarity between each scenic spots.In order to solve this problem,many scnice areas hold themed mega-events hope in order to attract a large number of tourists and make them love the events and the spot,but the effects are not the same.In order to help the scenic areas to carry out themed mega-events better,we read a large amount of literature research,and then,we put forward the viewpoint that the improvement of tourists' loyalty is the ultimate goal of the scenic areas' management and activities.Based on the researching and combing relevant literatures,we establish a model of the relationship between tourists' experience of themed mega-events in the scenic areas with tourists' loyalty,while tourists' satisfaction as a mediator.We make hypothesises based on theoretical research and practical analysis,and also consider the correlation between variables in the model.Then we test each hypothesis by empirical research.In the empirical research section,we use questionnaire survey to get study data.First,the survey questionnaire consists of 23 items which was designed based on each variable and each dimension.We choose five different types of themed activities with distant geographical locations in the study.Visitors who participated in the theme activities will be asked to fill in the questionnaire.At last,256 valid questionnaires were collected and then we transfor the questionnaire results into sample data.Next,using the statistical software SPSS20.0 and AMOS22.0,the sample data was analyzed by variance analysis,reliability analysis,factor analysis,correlation analysis,regression analysis and structural equation modeling analysis.Each hypothesis was tested and the research model was modified.The results of data analysis show that there is no significant difference in the feedback of tourists' between different types of themed mega-events.The tourists' experience of themed mega-events and their various dimensions(interesting experience,interest experience,interaction experience,individuality experience),and also tourists' perception will make a positive impact on tourist loyalty.There is a negative correlation between tourists' expectations with tourists' loyalty.There is a positive correlation between the dimensions of tourists' experience of themed mega-events with tourists' expectation.Interesting dimension has no significant impact on tourists' expectations,and the other three dimensions are negatively related to the tourists' expectations.Tourists' satisfaction plays a partial mediation role between themed mega-events and tourists' loyalty.At the end of the study,we put forward four suggestions,based on the results of empirical research,to improve the daily management in scenic areas.Hope they could learn something useful from the study.