Study On The Influence Mechanism And Path Of Rural Tasting Tourism Motivation On Tourist Loyalty

People consider eating to be their most important desire,and the core of the six elements of tourism has food.Rural areas develop tasting tourism,which is an important way for farmers to keep agriculture and tourists to enjoy agricultural interests.The motivation of rural tasting tourism will affect the formation of tourists’ attitudes,and increasing tourist loyalty is the essential strategy for tasting tourism destinations to address the needs of people to have a better life and boost the integration of rural industries.However,at present,rural tasting tourism are generally faced with the dilemma of failing to retain tourists.Rural tourists usually stay for a short time and only choose characteristic cuisine to taste fresh food,even some tourists bring their own food.The low tourist loyalty is not conducive to the long-term and steady growth of rural tasting tourism,particularly the lack of efficient ways to create domestic demand for rural tasting tourism,which will render rural industrial transformation and upgrading powerless.In this thesis,the push and pull motivation of rural tasting tourism is selected as the antecedent variable and tourist satisfaction is taken as the mediating variable to explore the influence mechanism of all factors of push and pull motivation on tourist loyalty,and combined with fuzzy-set qualitative comparative analysis(fsQCA)to study the joint action of variables,which can find paths that generate or inhibit tourists loyalty.First of all,based on literature analysis,this thesis constructed the push and pull motivation scale on rural tasting tourism,including seven dimensions of leisure and relaxation,food curiosity,cultural exploration,interpersonal communication,health care,food supply and supporting services.Then questionnaires were used to collect sample data of rural tasting tourists.SPSS 24.0,AMOS 24.0 and fsQCA 3.0 were used to conduct descriptive statistical analysis,exploratory factor analysis,reliability and validity analysis,confirmatory factor analysis,structural equation model analysis and fsQCA on the valid questionnaires.The thesis tries to explore the research questions :(1)the influence mechanism of rural tasting tourism motivation on tourist loyalty;(2)the paths of high loyalty for tourists participating in rural tasting tourism;(3)How do rural tasting tourism destinations avoid paths where tourist loyalty is not generated or too low.The thesis finds that :(1)the push-pull factors of rural tasting tourism are partially positively correlated with tourist satisfaction,partially positively correlated with tourist loyalty,and tourist satisfaction has a positive influence on tourist loyalty;(2)The mediating effect of tourist satisfaction on push-pull factors of rural tasting tourism and tourist loyalty is partially established;(3)There are three modes to achieve high tourist loyalty in rural tasting tourism,which are mood-relationship-health-supply-service driven path,mood-culture-relationship-health-service driven path,and curious-culture-relationship-health-supply driven path,while there are five configuration paths leading to restrain tourist loyalty including curiosity-relationship-health-supply-service restraint path.(4)The management of tourist loyalty in rural tasting tourism has some problems,such as shallow cultural connotation,monotonous form of interpersonal interaction and lack of cooperative management and cooperation.Based on this,the following recommendations are given: inherit and carry forward excellent culture,promote the integration of agriculture,culture and tourism through food and drink;upgrade the form of interpersonal co-creation,innovating tasting tourism relationship network;strengthen coordination between government and enterprises and optimize resource allocation in light of local conditions.