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Research on the Impact of Z-Generation Tourists' Perceived Risks in Cultural Heritage Tourism on Destination Loyalty——A Case Study of Nanxun Ancient Town Z世代游客文化遗产地旅游风险感知对目的地忠诚度的影响研究——以南浔古镇为例
Abstract: This study takes college student tourists as the research object and takes Nanxun Ancient Town as an example to explore the influence relationship between tourism risk perception and tourism satisfaction and loyalty. Through literature analysis and questionnaire survey methods, a tourism risk perception model was constructed from four dimensions: financial risk, facility and service risk, expectation risk, and cultural difference risk. The research hypotheses that risk perception negatively affects satisfaction and satisfaction positively affects loyalty were proposed. A total of 226 valid... [Read More]
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