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A Study on the Relationship Between Cultural Identity, Place Attachment, and Tourist Loyalty
XU Ning-ning
JI Xiao-zhen
GUO Ying-zhi
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DOI:10.17265/2328-2169/2022.01.006
Taizhou College, Taizhou, China
Fudan University, Shanghai, China
Fudan University, Shanghai, China
Tourist loyalty is an important factor that affects tourist destinations’ competitiveness and has a great practical meaning for the sustainable development of tourist destinations. Based on the theory of cognition-emotion-intention, this study takes Mount Wutai, a World Cultural Heritage in China as an empirical case, to conduct an empirical study on the relationship between cultural identity, place attachment, and tourist loyalty, using a structural equation model. The results show that: First, tourist cultural identity can form an extension of behavior and has a positive direct effect on tourist loyalty. Besides, spiritual culture identity is more likely to exert a significant positive effect on tourist loyalty. Second, cultural identity has a partial impact on place attachment, and spiritual cultural identity has a positive effect on place attachment. Material cultural identity is only a direct positive drive to place identity. Third, place attachment partially mediates the relationship between cultural identity and revisit intention. Besides, place identity has a partial mediating effect between cultural identity and recommendation intention. This paper expands the research on the influence mechanism of tourist loyalty, verifies the direct driving effect of cultural identity on tourist revisit intention and recommendation intention, and puts forward relevant suggestions for managing cultural tourism destinations.
cultural identity, place attachment, tourist loyalty, mediation effect
Journal of Tourism and Hospitality Management, Jan.-Feb. 2022, Vol. 10, No. 1, 38-50, doi: 10.17265/2328-2169/2022.01.006
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