"场所依赖"和"游客忠诚度"是有效解释旅游地发展和游客未来行为意图关系的有效理论工具。本文根据国外已有研究成果,从环境心理和游客认知角度,通过结构方程对乡村旅游地"农家乐"游客的"场所依赖"和"忠诚度"进行了关联研究,研究显示:游客对乡村旅游地"农家乐"的"场所依赖"和"游客忠诚度"存在强正相关关系;场所依赖构成维度中的场所依靠和场所认同与游客忠诚度的相关系数分别是0.79和0.70;"游客忠诚度"构成维度中游客对"农家乐"自我评价忠诚度为高度相关(0.75)、将该地作为优先选择为高度相关(0.76)、再次到访意愿上为高度相关(0.67);仅在唯一性选择上处于中度相关(0.58)。该研究结果从实证层面上说明了乡村旅游地"农家乐"目前所呈现给游客的各种休闲游憩项目基本符合了游客的需求,满足了游客寻求短暂逃逸现实并追求乡村宁静生活体验的要求。文后就研究不足提出了"场所依赖"和"游客忠诚度"本土化研究发展的趋向。

Generally, rural tourism is seen as a valuable and growing sector of the overall tourism market, representing a significant source of income to rural economies. China began its modern rural tourism, in the end of the 1980s, and it developed very quickly. This paper aims to investigate the relationship between place attachment and tourists' loyalty in rural tourism destinations. Based on the previous researches of western world, the author conducts an association study between place attachment, which is from a view point of agritainment, tourists' loyalty, and an environmental point of psychology and cognition of tourists. The findings show that: there is strong correlation between the place attachment of agritainment and loyalty tourists. Coefficients of place dependence and place identity with tourists' loyalty are 0.79 and 0.70. The self-evaluated tourists' loyalty for agritainment reaches to a high degree of correlation (0.75); the priority in the tourism destination selection is a high degree of correlation (0.76); the willingness of revisit is a high degree of correlation (0.67); the only choice is a moderate degree correlation (0.58). Positive results from an empirical study show that the agritainment offered visitors a variety of recreational projects with satisfy their demands of escaping from cities and experiencing short-term rural quiet life. Finally, the author also points out that the place attachment and tourists' loyalty as front research areas need to be localized.