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| A STUDY ON THE RELATIONSHIP BETWEEN PLACE ATTACHMENT AND TOURISTS' LOYALTY IN RURAL TOURISM DESTINATIONS——A Case Study of Agritainment of Chang'an District in Xi'an |
| BAI Kai1,2 |
1. School of Tourism and Environment, Shaanxi Normal University, Xi'an 710062, China;
2. School of International Business, Shaanxi Normal University, Xi'an 710062, China |
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Abstract 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.
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Received: 17 September 2009
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2010, Vol. 25 
