An empirical study of service quality and tourist loyalty in the tourism mobile commerce

While the importance of tourist loyalty has been recognized by academic researchers for at least four decades, adequate tourist loyalty models have not been developed or validated. This study presents a tourist loyalty model of tourism mobile commerce and explores the relationship of service quality, tourist satisfaction, tourist trust and tourist loyalty. The structural model was tested on a sample of 291 tourists at Guilin in China. The empirical validation of the conceptual model supports the research hypotheses. Technology quality and function quality affect the tourist satisfaction, which positively relates to tourists´ attitude loyalty as well as tourists´ behavior loyalty. The link between tourist satisfaction and tourist trust was also confirmed. These research findings contribute to a better understanding of how tourist satisfaction affect tourist loyalty, and this study offered an approach to help improve service quality toward tourist loyalty.