Study on the Relationship Among Tourists’ Satisfaction and Loyalty of Rural Tourism in Jilin Province

DOI

10.2991/assehr.k.200428.119How to use a DOI?

Keywords

structural equation model, tourist’ satisfaction, loyalty

Abstract

Rural tourism has become one of the important new tourism products in China. Based on the existing research basis at home and abroad, four dimensions of rural culture, rural landscape, tourists’ expectation and community participation are deduced. Taking 5A key rural tourism business units in Jilin Province as the research site, relevant data are obtained by using the questionnaire, and the structural model is constructed by amos18.0 to explore the relationship between satisfaction, willingness to revisit and loyalty of rural tourism tourists in Jilin Province. The conclusions are as follows: rural culture, tourist expectation and community participation have significant positive impact on rural tourism satisfaction; rural landscape has no significant impact on tourism satisfaction; tourist satisfaction and willingness to revisit have significant positive impact on loyalty.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yang Jia
PY  - 2020
DA  - 2020/05/01
TI  - Study on the Relationship Among Tourists’ Satisfaction and Loyalty of Rural Tourism in Jilin Province
BT  - Proceedings of the 6th International Conference on Humanities and Social Science Research (ICHSSR 2020)
PB  - Atlantis Press
SP  - 554
EP  - 557
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200428.119
DO  - 10.2991/assehr.k.200428.119
ID  - Jia2020
ER  -