Study on tourist’s loyalty of Zhinan Village in the view of tourism landscape

Figures & data

Figure 1. Research model diagram

Table 1. Rotation factor load matrix

Feature layer	Indicator layer	Factors
		1	2	3	4
Natural landscape	X1 Chances to view strange mountain landscapes	0.85
	X2 Chances to view beautiful water landscape	0.82
	X3 Chances to view the rich and beautiful plant landscape	0.79
	X4 Chances to watch the phonological landscape	0.79
	X5 Chances to view the sky and sky (sunrise, clouds, etc.)	0.73
	X6 Chances to watch animals such as fish, birds and insects	0.70
Settlement landscape	X7 Chances to walk on village roads and streets of local features		0.82
	X8 Chances to localize the appearances of new buildings		0.74
	X9 Chances to preserve the beauty and ecological well being of pavements		0.71
	X10 Chances to experience the rustic atmosphere of the architectural landscape of houses (including courtyards and external walls)		0.71
	X11 Chances to experience the local flavor from the landscape sketch		0.70
	X12 Chances to engage in rural leisure and recreational activities with local characteristics (such as pavilions and pavilions)		0.58
Cultural landscape	X13 Chances for the exposure to the local culture in the farmhouse bookstore			0.85
	X14 Chances to experience traditional cultural customs with local characteristics			0.82
	X15 Chances to learn about local history from the cultural auditorium			0.71
	X16 Chances to enjoy local featured performances and events (eg Red-leaf Photography Festival)			0.60
Economic landscape	X17 Chances to experience the rural commercial landscape (shops, farmhouses, homestays)				0.83
	X18 Chances to enjoy local commodities (such as souvenirs, snacks, etc.)				0.80
	X19 Chances to embrace the beauty of the idyllic landscapes such as terraces and tea gardens				0.76
Eigenvalues		8.28	2.33	1.41	1.18
Cumulative variance rate (%)		43.58	55.86	63.26	69.47

Table 2. Dimension, reliability and validity analysis of variables in the research model

Value	Measurement item	Mean	Standardized load	T value	Combined reliability	Cron-bach’s α	KMO value
Expectation	E1 Natural landscape	4.22	0.68	13.36	0.82	0.81	0.79
	E2 Settlement landscape	4.20	0.94	14.17
	E3 Cultural landscape	3.98	0.64	11.90
	E4 Economic landscape	4.25	0.64	—
Expectation-confirmation	D1 Natural landscape	−0.20	0.57	11.09	0.78	0.75	0.75
	D2 Settlement landscape	−0.33	0.90	12.45
	D3 Cultural landscape	−0.44	0.63	11.00
	D4 Economic landscape	−0.29	0.61	—
Satisfaction	S1 It is worth the time and money to experience the tourist landscape in the village	3.96	0.90	—	0.94	0.93	0.77
	S2 The tourist experience has met my expectations	3.84	0.93	24.20
	S3 I am generally satisfied with the tourist landscape of the village	3.95	0.92	23.80
Place attachment	PD1 I prefer mountainous villages to other types of villages	3.96	0.62	—	0.93	0.92	0.91
	PD2 The tourist landscape is unique here in this village	3.50	0.80	10.65
	PD3 The tourist landscape of the village has brought me a personal and authentic experience	3.71	0.87	11.27
	PI1 I like the village’s tourist landscape better than that of other villages	3.57	0.86	11.24
	PI2 I feel that I am integrated with the tourist landscape of the village	3.69	0.87	11.32
	PI3 I am very attached to the tourist landscape of the village	3.74	0.91	11.62
Loyalty	L1 Mountain-type tourist landscape is my first choice when taking a trip	3.96	0.70	13.22	0.91	0.90	0.82
	L2 I have the desire to pay a second visit	3.99	0.90	20.44
	L3 I will recommend others to visit here	4.06	0.93	21.46
	L4 I am willing to share this fulfilled tourist experience with others	4.11	0.87	—

Table 3. Correlation coefficients and discriminant validity among variables

Value	Mean	Standard deviation	1	2	3	4	5
1.Expectation	4.16	0.49	0.54
2.Expectation-confirmation	−0.03	0.54	−0.32**	0.48
3.Satisfaction	3.92	0.73	0.37**	0.43**	0.84
4.Place attachment	3.70	0.73	0.42**	0.44**	0.78**	0.68
5.Loyalty	4.03	0.65	0.35**	0.35**	0.76**	0.73**	0.73

Table 4. Final model fitting index

X2/df	RMSEA	GFI	IFI	PGFI	PNFI	PCFI
<5	<0.08	>0.8	>0.9	>0.5	>0.5	>0.5
2.268	0.070	0.871	0.946	0.683	0.782	0.815
pass	pass	pass	pass	pass	pass	pass

Table 5. Relationship between hypothetical paths and verification results

Assumption serial number	Hypothetical path	Standardized path coefficient	p-value	Direct effect	Indirect effect	Total effect	Validation results
H1	Expectation → Satisfaction	0.56	***	0.56	—	0.56	support
H2	Expectation-confirmation → Satisfaction	0.61	***	0.61	—	0.61	support
H3	Satisfaction → Place attachment	0.89	***	0.89	—	0.89	support
H4	Satisfaction → Loyalty	0.62	***	0.62	—	0.84	support
H5	Place attachment → Loyalty	0.25	0.02	0.25	—	0.25	support
H6	Satisfaction → Place attachment → Loyalty	—	—	—	0.22	—	support

***/**/* means the significant level of 0.001/0.01/0.05 respectively.

Figure 2. Modified model normalized path coefficient diagram