The Influence Of Intergroup Bias On Tourists' Loyalty

Tourism is an important part of the national and regional economy,and"Internet Plus" has pushed the tourism industry into a new era.A large number of traditional touist attractions and tourist cities have become "web celebrity" cities through the dissemination of short video platforms such as Douyin and Kuaishou,which have gained huge flow and popularity.However,it is worth studying how to continue the brand heat of "web celebrity city" and improve the loyalty of tourists to tourist attractions.Thercforc,this study takes" web celebrity city" Chongqing as an example to explore the effects of intergroup bias,tourists' satisfaction and place attachment on tourists' loyalty,so as to provide suggestions for improving tourists'loyalty.This paper takes the intergroup bias caused by different sources of tourists as the independent variable,tourists' loyalty as dependent variable,and tourist'satisfaction and place attachment as mediating variables to analyze the internal relationship and effect among the four factors.Questionnaire survey method and single-class implicit association experiment were used in this paper.The questionnaire was compiled with reference to the domestic and foreign mature tourists' satisfaction,loyalty and place attachment questionnaires.With the help of Questionnaire Stars,400 samples were randomly selected for analysis.After eliminating the invalid questionnaires,a total of 384 valid data were collected.Then,SPSS23.0 and MPLUS 7.4 were used to analyze the collected data to verify the experimental hypothesis.Subsequently,the single-class implicit association experiment(SC-IAT)was used to further verify the research hypothesis.The SC-IAT was compiled by E-Prime 2.0.A total of 90 subjects were selected,and SPSS23.0 was used to conduct statistical analysis on the experimental data to verify the experimental hypothesis.The study found:1.the source of tourists affects tourists' loyalty,and there exists in-grgoup preference effect.Tourist's loyalty of in-group(Chongqing natives)is higher than that of out-group(foreign tourists).2.the source of tourists affects tourists' satisfaction,and there is in-group preference effect,and in-group's satisfaction is higher than out-group's satisfaction.At the same time,the satisfaction of tourist has a great positive effect on tourists'loyalty,and the higher the satisfaction,the higher the loyalty.3.the source of tourists affects place attachment,In-group's place attachment is higher than out-group's place attachment.At the same time,place attachment has a significant positive effect on tourists' loyalty,and the stronger the place attachment is,the higher the loyalty is.4.Tourists' satisfaction and place attachment have a significant mediating effect on the relationship between inter-group bias and tourists' loyalty.At the same time,tourists' satisfaction and place attachment also play multiple mediating roles between intergroup bias and tourists' loyalty,and the four forms a chain intermediary,that is,intergroup bias affects tourists' loyalty through tourists' satisfaction and place attachment.According to the results of the study,the following strategies arc suggested to improve the loyalty of tourists.First,market segmentation and different marketing strategies are developed for local tourists.Second attach great importance to the satisfaction of tourists and take a variety of effective measures to improve the key factors restricting the improvement of tourists' satisfaction,Third,various measures should be taken to establish emotional connection with tourists and enhance their local attachment.The results of this study have certain theoretical significance and practical application value,but there are also some shortcomings:First the sample size of this study is relatively small,which has a certain impact on the experimental results.At the same time,the distribution of some demographic variables is uneven,so the representativeness of the results may not be sufficient;Secondly,the associative strength between attribute words and concept words was not strong enough to cause the difference in the response of the experimentals.Third,the classification and selection of subjects are relatively simple,but in the actual situation,there arc other variables and factors that will affect the research results.Therefore,the future research on intergroup bias and loyalty of tourist will expand the number of samples,further balance the demographic variables of samples,reset the attribute words and concept words of single class implicit association experiment,and further study the factors influencing intergroup bias,tourists'loyalty,tourists' satisfaction and place attachment,so as to observe whether there are new changes in the relationship between the four factors.