Study on tourist’s loyalty of Zhinan Village in the view of tourism landscape

Abstract

With Zhinan Village in Hangzhou selected as an example, an analysis is conducted of tourist’s loyalty of mountainous village tourist attractions in the view of tourism landscapes to put forward suggestions on the optimization of rural tourism landscapes. Based on the evaluation of rural tourism landscapes, structural equation models were employed to process the data with expectation, expectation-confirmation, satisfaction, place attachment, and loyalty. Results showed that tourists’ expectations and expectation-confirmation had significant impact on their satisfaction of rural tourism landscapes, which in turn affects their loyalty with place attachment playing a somewhat mediating role. It was proposed that to enhance tourist satisfaction, place attachment, and loyalty, efforts should be made to promote the reasonable planning of rural tourism landscape resources, the optimization of rural cultural landscapes leisure spaces, and the implementation of themed rural tourism landscapes experience activities among others.

Keywords

• tourists’ loyalty
• mountainous village
• rural tourism landscape
• place attachment
• satisfaction
• expectation