TITLE:
A Study of Tourist Loyalty Driving Factors from Employee Satisfaction Perspective
AUTHORS:
Ronglin Xu, Jianqiong Wang
KEYWORDS:
Tourist Loyalty, Employee Satisfaction, Service Quality, Employee Emotion, Scenic Spot
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.6 No.12,
December
23,
2016
ABSTRACT: With the
continuous development of tourism, the driving mechanism of tourist loyalty has
become one of the hot topics in the tourist behavior study. Existing researches
often explore this question with little focus on the interaction of tourist and
employees. This paper, however, proposes a conceptual model of tourist loyalty
from employee satisfaction perspective. Our hypothesis is that service quality
and tourist loyalty could directly be affected by employee satisfaction and
indirectly be affected by employee emotion. To test this, we take Jiuzhaigou
and Huanglong scenic spots as examples in the empirical study. The research
results reveal that among the three latent variables of employee satisfaction,
working environment and living conditions affect service quality of employee
positively, meanwhile, working environment, living conditions and working
rewards indirectly affect service quality through employee emotion. Service
quality affects the tourist loyalty significantly. To cultivate tourist loyalty
and achieve sustainable tourism development, scenic spots should take more
measures to enhance their employee satisfaction and tourism service quality.