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《Journal of Northwest Normal University(Natural Science)》 2017-04
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Relationship between pull motivations and the satisfaction and loyalty of the tourists for rural tourism——A case of Haotang Village in Xinyang City,Henan Province

ZHANG Huan-huan;College of Tourism Management,Xinyang Agriculture and Forestry University;  
Taking rural tourism in Haotang Village in Xinyang City,Henan Province as an example,the study started from the perspective of tourists' pull motivation,by using factor analysis and a structural equation model,the relationship between the dimensions of tourists' pull motivation and tourists satisfaction and loyalty is explored.This study concluded that firstly,tourists' pull motivation for rural tourism includes five measurement dimensions,rural entertainment project,rural experience project,rural folk,rural culture and rural landscape.These motivations have different intensity.Secondly,tourists' satisfaction and loyalty have a significantly positive correlation with rural folk and rural culture,the effects of rural experience project and rural landscape are not significant,rural entertainment project is negatively correlated with tourists' satisfaction and loyalty.Lastly,the medium pull motivation has highest impact on tourists' satisfaction and loyalty.The impact will go down,when the intensity of pull motivation is too high or too low.
【Key Words】: rural tourism pull motivation satisfaction loyalty
【Fund】: 河南省教育厅人文社会科学研究项目(2017-ZZJH-442)
【CateGory Index】: F327;F592.7
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