Research On The Influence Of Perceived Value Of Watersports Tourists On Destination Loyalty

The integrated development of sports and tourism is a new development path to promote the upgrading of industrial structure.Under the background of the integration of national fitness and physical tourism,a number of policy documents clearly propose to accelerate the development of sports tourism,and expand the supply of products and services of sports tourism industry by promoting and popularizing outdoor sports such as ice and snow sports and water sports.Therefore,water sports projects can promote the development of sports industry,and also contribute to the integrated development of sports,tourism and culture industries.For coastal cities,the development of water sports can also promote the development of Marine economy.However,at present,most of the relevant researches in the field of sports tourism focus on the macro perspective of industrial integration and development,while there are few researches based on the micro perspective of sports tourists.In fact,studying the behaviors and feelings of sports tourists in tourism activities and other related topics is very necessary for tourism destinations to enrich the supply of products and services,which can help enterprises tap potential sources of tourists and improve market competitiveness.By studying the perceived value of tourists in Qingdao Olympic Sailing Center in the process of participating in water sports and exploring the influencing factors on tourists’ destination loyalty,it is helpful to accurately describe the influence of perceived value of water sports tourists on destination loyalty.Therefore,tourism destination enterprises can further explain and understand the sustainable sports consumption behavior of sports tourists.In order to better meet the needs and feelings of sports tourists,they can design and improve the water sports tourism products,so as to improve the destination loyalty of tourists,cultivate the loyal fans of water sports and promote their sustainable consumption.By combining quantitative research with qualitative research,this paper selects water sports tourists in the Olympic Sailing Center as the objects of investigation,studies the influence of tourists’ perceived value on destination loyalty,and draws the following conclusions:(1)The majority of water sports tourists in Qingdao Olympic Sailing Center are young people with high education and high income.Occupational background and income level affect the destination loyalty of water sports tourists to some extent.They have strong demand for water sports and like to pursue fashionable sports elements.(2)The relationship among perceived value,satisfaction and destination loyalty of water sports tourists.The higher the perceived value of tourists,the higher their satisfaction,the more beneficial to improve the destination loyalty of water sports tourists.(3)Perceived value of water sports tourists can not only directly affect destination loyalty,but also indirectly affect destination loyalty of water sports tourists through the mediating effect of satisfaction(intermediary variable).(4)Affective value can significantly positively influence destination loyalty.The influence of affective value on destination loyalty is analyzed from four aspects: scenic spot cultural perception,emotional experience perception,social perception and self-actualization perception.The higher the perception degree of culture,emotional experience,sociability,self-realization and other aspects,the higher the destination loyalty of water sports tourists.(5)Functional value is analyzed from four elements: perception of resources and environment,perception of sports facilities,perception of service quality and perception of cost.Resource and environment perception,sports facilities perception and service quality perception have positive effects on satisfaction and destination loyalty.The higher the cost perception,the lower the satisfaction and destination loyalty.