The Relationship between Tourism Satisfaction and Loyalty of Red Tourism

Yao Tianshuo

(Northeast University of Finance and Economics,Dalian 116000)

Abstract：The perceived satisfaction and loyalty of urban tourists are important indicators of the tourism quality of a city,and also important references for improving the competitiveness of urban tourism and the tourism market.Jinggangshan is known to be“the cradle of the Chinese revolution”and Jinggangshan spirit derived from jnggangshan is valuable spiritual wealth for future generations .Therefore,it is necessary to research the destination with its tourist satisfaction and loyalty.This paper takes the red scenic spots with Chinese characteristics as an example to analyze the relationships between tourist satisfaction and tourist loyalty.207 copies of the questionnaire were collected,IBM SPSS 20.0 is used to analyze the reliability of the questionnaire to reveal the relationships between red tourism satisfaction and tourist loyalty.The empirical analysis shows that tourist satisfaction has positive effect on tourist loyalty.

Key words:Tourist satisfaction;Destination loyalty;Jinggangshan city

1 Background Information

With the exploit of tourism resources,an increasingly diversified forms of tourism have entered people' s life.Through the red tourism,people can get the baptism and inheritance of the revolutionary spirit and will.Therefore,the research on the satisfaction survey and the influencing factors of the red tourism is of great significance to further promote the development of the red tourism.

Jinggangshan,located in the southwest of Jiangxi Province,is the initial rural revolutionary place created by the Red Army of Chinese Workers and Peasant.It is necessary to develop the destination.

2 Literature Review

Customer satisfaction will affect the customers' repurchase behavior and tendency or word-of-mouth effect,which will directly contribute to customer loyalty[1].Customers who are satisfied with the product or service,tend to repurchase the products or service,they also show willingness to communicate with friends or relatives and introduce their own experiences and recommend them to purchase the same products or similar services[2].Tourist satisfaction is the feeling of pleasure or disappointment that visitors expect compared with reality.Tourist satisfaction will affect the destination loyalty of tourists[3].

Hypothesis 1:Tourist satisfaction has positive effect on tourist loyalty.

3 Results

3.1 Factor Analysis

3.1.1 Factor Analysis of Satisfaction

According to Table 1,it can be concluded that the validity of the questionnaire is verified.

Table 1 KMO and Bartlett' s Test for Satisfaction Factors

Table2 Rotated Component Matrix for Satisfaction Factors

Table 3 KMO and Bartlett' s Test for Loyalty Factors

Table 4 Rotated Component Matrix for Loyalty Factors

Table 8 Coefficientsa

Table 5 Reliability Statistics

Table 6 Correlation Analysis of Satisfaction and Loyalty

Table 7 Anovaa

It can be seen the reliability of the questionnaire is verified.

3.1.2 Factor Analysis of Loyalty

According to Table 3 it also shows that the loyalty aspect of the questionnaire is reliable.

It can be seen that the reliability of the questionnaire is verified.

3.2 Reliability Test

Table 5 shows the Cronbach' s alpha coefficient in terms of satisfaction and loyalty.

3.3 Correlation Analysis

Consequently,the relationships between satisfaction and loyalty are strongly positively correlated.

3.4 Regression Analysis

H1:Tourist satisfaction positively influences tourist loyalty

From the result of Table 7 the satisfaction variable added by Model 2 has a significant effect on the loyalty which is the dependent variable,and there is a linear relationship.

From the result of Table 8 the model formula is:Loyalty=0.886*Satisfaction -0.059

4 Conclusion

4.1 Discussion on Research Question

The correlation between satisfaction and loyalty is strongly positively correlated.And the model formula is Loyalty=0.886*Satisfaction -0.059.Consequently,the hypothesis motioned above is confirmed.

4.2 Limitations and suggestions for Further Research

The thesis takes Jinggangshan as a case study,It cannot represent the whole red tourism market.Consequently,other researcher can select other typical tourist destinations to research on,which can increase the accuracy of the red tourism study.Further research can be done for other factors.