A Study on the Relationship Between Cultural Identity,Place Attachment,and Tourist Loyalty

Tourist loyalty is an important factor that affects tourist destinations’competitiveness and has a great practical meaning for the sustainable development of tourist destinations.Based on the theory of cognition-emotion-intention,this study takes Mount Wutai,a World Cultural Heritage in China as an empirical case,to conduct an empirical study on the relationship between cultural identity,place attachment,and tourist loyalty,using a structural equation model.The results show that:First,tourist cultural identity can form an extension of behavior and has a positive direct effect on tourist loyalty.Besides,spiritual culture identity is more likely to exert a significant positive effect on tourist loyalty.Second,cultural identity has a partial impact on place attachment,and spiritual cultural identity has a positive effect on place attachment.Material cultural identity is only a direct positive drive to place identity.Third,place attachment partially mediates the relationship between cultural identity and revisit intention.Besides,place identity has a partial mediating effect between cultural identity and recommendation intention.This paper expands the research on the influence mechanism of tourist loyalty,verifies the direct driving effect of cultural identity on tourist revisit intention and recommendation intention,and puts forward relevant suggestions for managing cultural tourism destinations.

Flow Experience Study of Eco-tourists: A Case Study of Hunan Daweishan Mountain Ski Area

Mountain skiing has become a popular winter ecotourism activity in China. Studying the loyalty of eco-tourists from the perspective of tourist experience is important to the continued development of mountain ski tourism. Based on the flow experience theory, we developed and tested a structural equation model to examine relationships among flow experience, positive emotions and the loyalty of eco-tourists. Survey data from 324 eco-tourists with skiing experience at Daweishan Mountain Ski Resort was used for exploratory factor, confirmatory factor and path analyses. Results revealed five dimensions of flow experiences of eco-tourists： Concentration on task at hand, Loss of self-consciousness, Transformation of time, Autotelic experience, and Challenge-skill balance. As hypothesized, influences of Transformation of time, Autotelic experience and Challenge-skill balance on positive emotions were significant and positive. Concentration on task at hand, Autotelic experience, Challenge-skill balance and positive emotions positively influenced the loyalty of eco-tourists. Suggestions for developing ecotourism products are discussed such as designing a conductive environment to activate flow experience, providing personalized service to promote positive emotion, and developing experiential tourism activities.

Relationships between Tourist Experiential Value and Ice-Snow Tourism Loyalty in Zhangjiakou City,and the Moderating Effects of Travel Companions

The successful bid for the 2022 Winter Olympics has provided a new opportunity for the popularization of ice-snow sports and making improvements in the efficiency of ice-snow tourism in China.Taking Zhangjiakou City in Hebei Province as the research object and using questionnaire analysis and the structural equation model(SEM),this paper examined several hypotheses of the relationship between tourist experiential value and tourist loyalty in the context of ice-snow tourism,and a mediation analysis was conducted to explore the moderating role of travel companions.The results show that:(1)The functional value,emotional value and social value have significant positive effects on tourist loyalty;(2)Tourist satisfaction is a partial mediator between functional value,emotional value,social value and tourist loyalty,and a full mediator between cognitive value and tourist loyalty;and(3)Travel companions play a significant moderating role in the influence of emotional value on tourist loyalty.Based on these findings,several suggestions are put forward for the high-quality development of ice-snow tourism in China,including developing ice-snow family tourism products,building an ice-snow brand with winter Olympics characteristics,constructing the ice-snow industrial system,and cultivating ice-snow culture.