Empirical research on tourism environment and tourists' perception

Abstract

This paper tested the structural equation model between tourism environment and tourists' perception. Tourism environment was divided into natural ecosystem, cultural ecosystem and social relation system in this paper, and then a model was erected to indicate the relationship among tourism environment, tourists' perception and tourists' loyalty. With 377 valid questionnaires from 8 mountain-type world cultural heritage sites in China, the author tested the model by SPSS and AMOS. It was found that the natural ecosystem in tourism environment was the most influential factor affecting tourists' perception, social relations system was the second place and cultural ecosystem was the third place. The tourism environment and tourists' perception also greatly determine tourists' loyalty. At last, some suggestions were given to make tourism destination develop sustainably based on this study.