A Study On Tourist Loyalty Of Tourist Leisure Street Blocks Based On Memorable Tourism Experiences

In the context of leisure tourism,tourists no longer stick to tourist attractions,but go deep into various spaces of urban and rural life,and experience the charm of life in different regions more deeply in close contact with local residents.The tourist leisure street blocks bear the historical information and cultural heritage of a city,meet the leisure needs,and have tourism and leisure,cultural experience,public services,catering and entertainment,shopping and leisure,and other forms of business.It is not only a shortcut for foreign tourists to enter the history and culture of city,but also a leisure place for local residents in their leisure time.It has become a popular tourist destination.Cultivating tourist loyalty is the key of how to achieve better development of tourist leisure blocks.As the ultimate experience pursued by tourists,memorable tourism experiences have been attached great importance by scholars in the field of tourism research.The research aimed at creating memorable tourism experiences has been developing constantly,creating great value for the academic and industry,and also providing new ideas for the cultivation of loyal tourists in tourism and leisure districts.This research attempts to point out the key elements of tourist loyalty in the tourist leisure block based on the memorable tourist experience elements.This study reviews the major domestic and foreign research results in the research fields of memorable tourism experiences,place attachment,and tourist loyalty,in order to builds a theoretical model of "memorable tourism experiences-place attachment-tourist loyalty" based on attitude theory.The Kuanzhai Alley in Chengdu is selected as a case study,and "tourists who have visited the Kuanzhai Alley in Chengdu within three years" is taken as the object for empirical research.A questionnaire was designed on the basis of previous mature scales.Through online and offline questionnaires,384 valid questionnaires were collected.SPSS27.0 and AMOS28.0 were used to conduct descriptive statistical analysis,reliability and validity analysis,correlation analysis,variance analysis,structural equation model analysis and intermediary effect analysis on the obtained data.Based on the data analysis,the following conclusions were drawn:(1)Memorable tourism experiences(hedonism,refreshment,local culture,meaningfulness and involvement)has a significant positive impact on tourist loyalty;(2)Memorable tourism experiences(hedonism,novelty,refreshment,local culture and meaningfulness)significantly affect tourists’ place identity,while memorable tourism experiences(hedonism,refreshment,local culture,meaningfulness and involvement)significantly affect tourists ’place dependence;(3)Place dependence has a significant positive impact on tourist loyalty,while place identity has no significant impact on tourist loyalty;(4)Place attachment partially mediates the impact of memorable tourism experiences and tourist loyalty.In addition,the results of the study have important implications for the management and marketing of tourism leisure street blocks destinations.Destinations should maximize the promotion of dimensions related to memorable tourism experiences,so that tourists can obtain memorable tourism experiences and place attachment,and thus enhance tourist loyalty.