Tour Quality, Tourist Satisfaction and Tourist Loyalty of Red Tourism in China——A Case Study of Jinggangshan Scenic Spot

Abstract

Abstract:

Loyalty of tourist plays a critical role in facilitating development of travel destinations, as well as interpersonal communication and market share of tourist product. This study evaluates the impacts of quality of destination and tourist satisfaction on tourist loyalty by taking the red tourist attractions as example. A structural model is constructed for the three subjects based on literature analysis. Three hypotheses are proposed accordingly. The paper reveals the relation among the three drawing on the statistical analyses of 134 valid ques-tionnaires. Specific ways to improve tourist satisfaction are also suggested to encourage revisit and enhance red tourist. The findings dem-onstrate that tourist satisfaction has significant positive impacts on tourist loyalty, while tour quality affects tourist satisfaction positively and also affects tourist loyalty via satisfaction; tourist satisfaction plays a fully mediating role between tour quality and tourist loyalty. Tour quality plays a non-significant negative role in affecting tourist loyalty. Increasing the red characteristics of tourism destination devel-opment is the best approach to improve the loyalty of red tourist.

Key words: red tourism, tour quality, tourist satisfaction, tourist loyalty

Lu Xiaoli, Fu Guo. Tour Quality, Tourist Satisfaction and Tourist Loyalty of Red Tourism in China——A Case Study of Jinggangshan Scenic Spot[J]. , 2018, 30(2): 127-135.

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