Exploring the Effect of Tour Guide Cultural Interpretation on Tourists’ Loyalty in the Context of the Southern Journey by Emperor Qianlong-Reference-Cited by-同舟云学术

Exploring the Effect of Tour Guide Cultural Interpretation on Tourists’ Loyalty in the Context of the Southern Journey by Emperor Qianlong

Published:2023-07-27 Issue:15 Volume:15 Page:11585
ISSN:2071-1050
Container-title:Sustainability
language:en
Short-container-title:Sustainability

Author:

Shi Lei¹²^ORCID,Ma Jing-Yan³,Ann Chul-Ok¹

Affiliation:

1. Department of Global Business Start-Up, Kunsan National University, Gunsan 54150, Republic of Korea

2. Department of Tourism Management, Business College, Wuxi Taihu University, Wuxi 214000, China

3. Department of Supply Chain and Logistics, College of Social Sciences, Kunsan National University, Gunsan 54150, Republic of Korea

Abstract

The southern journey by Emperor Qianlong left behind a wealth of cultural resources in the Jiangnan region. While elucidating the intricate facets of these diverse cultures, the tour guide adeptly fulfills the elevated cultural expectations of the tourists. This, in turn, fosters a deeper sense of attachment and loyalty towards the destination among the tourists. This study investigates the influencing mechanism of tour guide cultural interpretation (TCI) on tourists’ loyalty in the context of the southern tour by Emperor Qianlong. The research was conducted with 416 tourists from tour groups visiting Huishan Ancient Town Scenic Area. The results show that TCI has a direct effect on revisit intention (RI) and has an indirect effect on intention to recommend (IR); both memorable tourism experience (MTE) and place attachment (PA) mediate and serially mediate the association between TCI and tourists’ loyalty. The findings enrich the research on the relationship between tour guides’ interpretation and tourists’ loyalty by including MTE and PA as mediating variables.

Publisher

MDPI AG

Subject

Management, Monitoring, Policy and Law,Renewable Energy, Sustainability and the Environment,Geography, Planning and Development,Building and Construction

Link

https://www.mdpi.com/2071-1050/15/15/11585/pdf

Reference92 articles.

1. (2018, October 11). Xinhuanet, [Story of Yanxi Palace Ratings Lead the National Day]. Available online: https://baijiahao.baidu.com/s?id=1613992885061968298&wfr=spider&for=pc.

2. (2019, December 07). Asian Academy Creative Awards, 2019 FINAL WINNERS LIST. Available online: https://www.asianacademycreativeawards.com/2019-final-winners-list/.

3. (2023, May 22). Enlightent, [10 Billion Broadcast TV Series]. Available online: https://mp.weixin.qq.com/s?__biz=MzkxNzUxMzI1OA==&mid=2247504219&idx=1&sn=86b916ed559f722c8580a57f6ed0e71b&source=41#wechat_redirect.

4. Zhang, H.J. (2016). A Flourishing but Starving Age, Chongqing Publishing Group.

5. Jin, L. (2012). Shengjing Palace Painting and Calligraphy, Shanghai Lexicographical Publishing House.