Ronglin Xu^1,2, Jianqiong Wang²

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¹ School of Economics and Management, Southwest Jiaotong University, Chengdu, China.
² Jiuzhaigou Administration Bureau, Jiuzhaigou County, China.
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Abstract: With the continuous development of tourism, the driving mechanism of tourist loyalty has become one of the hot topics in the tourist behavior study. Existing researches often explore this question with little focus on the interaction of tourist and employees. This paper, however, proposes a conceptual model of tourist loyalty from employee satisfaction perspective. Our hypothesis is that service quality and tourist loyalty could directly be affected by employee satisfaction and indirectly be affected by employee emotion. To test this, we take Jiuzhaigou and Huanglong scenic spots as examples in the empirical study. The research results reveal that among the three latent variables of employee satisfaction, working environment and living conditions affect service quality of employee positively, meanwhile, working environment, living conditions and working rewards indirectly affect service quality through employee emotion. Service quality affects the tourist loyalty significantly. To cultivate tourist loyalty and achieve sustainable tourism development, scenic spots should take more measures to enhance their employee satisfaction and tourism service quality.

Keywords: Tourist Loyalty, Employee Satisfaction, Service Quality, Employee Emotion, Scenic Spot

Cite this paper: Xu, R. and Wang, J. (2016) A Study of Tourist Loyalty Driving Factors from Employee Satisfaction Perspective. American Journal of Industrial and Business Management, 6, 1122-1132. doi: 10.4236/ajibm.2016.612105.

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