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The Influence of Host and Guest Interaction on Tourists Loyalty ---Taking the Ancient City of Guanxian County as an Example

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DOI: 10.38007/Proceedings.0000127

Author(s)

Gefen Zhou, Xingping Cao and Jingyi Ling

Corresponding Author

Gefen Zhou

Abstract

In the tourism activities, the interaction between the host and guest is widespread, and it will affect tourists' tourism experience and loyalty. The tourists’ loyalty is conducive to improving the competitiveness of the tourist destinations. However, there are few studies on how the interaction between the host and guest affects loyalty in the existing literature. From the perspective of the host and guest interaction, this paper explores the influence mechanism of host and guest interaction on tourists' loyalty. Taking Guanxian ancient city as an example, through questionnaire survey and structural equation model, the following conclusions are obtained: host and guest interaction has a significant positive impact on tourists’ pleasure experience and loyalty. Tourists’ pleasure experience has a significant positive impact on loyalty. At the same time, the study found that pleasure experience has a partial mediate role in the relationship between the host-guest interaction and loyalty. This research enriches the content of the subject guest interaction field, and has a certain practical significance for the management of the subject guest interaction and the promotion of loyalty. This research enriches the content of the subject guest interaction field, and has a certain practical significance for the promotion of loyalty.

Keywords

host -guest interaction; loyalty; pleasure experience