Driving Factors of Tourist-destination Identification and its Effect on Tourist Loyalty
基于社会认同等理论，以厦门游客为样本，用结构方程模型发现目的地声誉、服务公平、服务质量和感知价值显著正向影响游客认同，进而提升重游意愿和口碑推荐。
Based on the corporate management and marketing literature, and taking social identification theory, signal theory, cognition- emotion- behavior theory as theoretical basis, this paper constructs effect model of driving factors of tourist- destination identification and its effect on tourist loyalty. In order to test the theoretical model, this research surveyed Xiamen tourists to obtain basic data and toke structural equation model(SEM) method to empirically analyze. The findings suggest that destination reputation, service fairness, service quality, and perceived value are important driving factors of tourist-identification. All of them have a significantly positive effect on tourist-identification. Touristidentification directly affects tourist loyalty, i.e., tourist- identification has a significantly positive effect on revisit intention and word-of-mouth referrals respectively. Discussion and future research directions are pointed out in the end of paper.