Factors Influence of Visitor Loyalty in Conghua Hot Spring Tourism Based on Tourism Perceived Value
DOI:
https://doi.org/10.54097/j5p0eh06Keywords:
Perceived Value, Visitor Loyalty, Hot Spring Tourism, Conghua Hot Springs, Multidimensional ValueAbstract
The objectives of this study are as follows: (1) to identify the dimensional structure of perceived value among consumers in Conghua hot spring tourism destinations; (2) to explore the influence mechanism of consumer perceived value on Visitor loyalty in Conghua Hot spring tourism destination; and (3) to provide inspiration and suggestions for the sustainable development of Conghua cultural tourism department and hot spring tourism industry. This study adopts a questionnaire survey method and random sampling technique, targeting tourists who have experienced hot spring tourism in Conghua, Guangzhou. Data were collected through a combination of online and offline approaches, resulting in 380 valid responses. The data were analyzed using descriptive statistics, reliability and validity tests, exploratory factor analysis, and multiple linear regression analysis to empirically examine the proposed research model and hypotheses, as well as to explore the relationships among the variables. The main findings are as follows: (1) To confirm the dimensions of consumers' perceived value in Conghua hot spring tourism destination.; (2) perceived value has a significant positive effect on visitor loyalty, with different dimensions exerting varying levels of influence, among which service value, emotional value, and functional value show relatively stronger effects; (3) enhancing tourists’ perceived value is a key pathway to improving visitor loyalty, which is crucial for optimizing service quality and enriching tourism experiences in Conghua hot spring destinations; (4) based on the findings, this study proposes targeted recommendations from the perspectives of government regulation, destination management, and service improvement to promote the high-quality and sustainable development of Conghua hot spring tourism.
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