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23 June 2022 Relationships between Tourist Experiential Value and Ice-Snow Tourism Loyalty in Zhangjiakou City, and the Moderating Effects of Travel Companions
Wang Juan, Sun Yuhao
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Abstract

The successful bid for the 2022 Winter Olympics has provided a new opportunity for the popularization of ice-snow sports and making improvements in the efficiency of ice-snow tourism in China. Taking Zhangjiakou City in Hebei Province as the research object and using questionnaire analysis and the structural equation model (SEM), this paper examined several hypotheses of the relationship between tourist experiential value and tourist loyalty in the context of ice-snow tourism, and a mediation analysis was conducted to explore the moderating role of travel companions. The results show that: (1) The functional value, emotional value and social value have significant positive effects on tourist loyalty; (2) Tourist satisfaction is a partial mediator between functional value, emotional value, social value and tourist loyalty, and a full mediator between cognitive value and tourist loyalty; and (3) Travel companions play a significant moderating role in the influence of emotional value on tourist loyalty. Based on these findings, several suggestions are put forward for the high-quality development of ice-snow tourism in China, including developing ice-snow family tourism products, building an ice-snow brand with winter Olympics characteristics, constructing the ice-snow industrial system, and cultivating ice-snow culture.

Wang Juan and Sun Yuhao "Relationships between Tourist Experiential Value and Ice-Snow Tourism Loyalty in Zhangjiakou City, and the Moderating Effects of Travel Companions," Journal of Resources and Ecology 13(4), 646-654, (23 June 2022). https://doi.org/10.5814/j.issn.1674-764x.2022.04.010
Received: 15 October 2021; Accepted: 30 December 2021; Published: 23 June 2022
KEYWORDS
ice-snow tourism
structural equation model
tourist experiential value
tourist loyalty
travel companions
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