Influence of Tourist Factors on Tourist Loyalty in “See Pingyao Again” Chinese Tourism Performance in Shanxi Province, China

Abstract

This study is based on the survey data of 400 tourists who have watched the ‘See Pingyao Again’ performance, and adopts both quantitative and qualitative research methods to analyze the influence of tourist factors on tourist loyalty. A questionnaire was extracted from the maturity scale, and a frame structure was established with tourist expectation, perceived quality, brand image and perceived value as independent variables, tourist satisfaction as intermediary variables and tourist loyalty as dependent variables. Nvivo software is used to encode the interview content of 20 public tourists in detail, and draw the word cloud map and hierarchy map. Using Spss and Amos software, the structural equation model was constructed, and correlation analysis, path analysis and mediation effect analysis were carried out.

This research will narrow the academic gab in this particular area. Through the research of this paper, it is found that in order to the healthy development of the ‘See Pingyao Again’ performance, the operating company should strengthen the service quality while creating a good program effect. Enhance the performance value and optimize the visitor experience.Build the brand of tourism performance products, expand the brand influence.Expand the customer source market, enhance the ability to attract customers ,enhance the overall linkage, build the compound cultural tourism, coordinated development. This study has certain limitations in terms of time, variable selection, scale, etc., and lacks comparative analysis of different types of tourism performance in the same region or in different regions of the same type.