Influence of rural tourist attractions on tourist loyalty : a case study of Lianhuachi Village in Huairou District, Beijing City

Tourism attraction is the basis of rural tourism. This paper takes Lianhuachi Village in Huairou District, Beijing as a case study to explore the relationship between tourism attractions and tourist loyalty. The results show that, (1) the most important tourist attractions of Lianhuachi Village are landscape scenery, quiet atmosphere, simple folk customs and special food. (2) The degree of tourist loyalty and place attachment in Lianhuachi Village is not high, and most of the tourists are price-sensitive. Affordable prices are the advantage of Lianhuachi Village. (3) Lianhuachi Village has no outstanding single tourism attraction, and tourists'satisfaction on comprehensive experience of tourism attraction significantly affects their loyalty. (4) Place attachment plays a partial mediating role in the relationship between tourism attractions and tourist loyalty. It is suggested that the development and construction of tourism attractions are valued in rural tourism. Rural areas should give full play to their own advantages, develop their strengths and avoid their weaknesses, enhance tourism attraction and market competitiveness, drive sustainable market development, and comprehensively promote rural revitalization.