Relationships between Tourist Experiential Value and Ice-Snow Tourism Loyalty in Zhangjiakou City,and the Moderating Effects of Travel Companions |
| |
| Authors: | WANG Juan SUN Yuhao |
| |
| Institution: | School of Management, Ocean University of China, Qingdao, Shandong 266100, China |
| |
| Abstract: | 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. |
| |
| Keywords: | ice-snow tourism tourist experiential value tourist loyalty travel companions structural equation model |
|
| 点击此处可从《资源与生态学报（英文版）》浏览原始摘要信息 |
| 点击此处可从《资源与生态学报（英文版）》下载免费的PDF全文 |
|
