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<p>Geotourism in unique geological sites or geosites, which has attracted visitors worldwide, is emerging as a new global phenomenon in the sustainable tourism industry. This study applies SOR and CAC theory to investigate the relationships among memorable tourism experiences, perceived value, satisfaction, and loyalty for geoheritage tourists. With the questionnaire survey responses from 558 tourists at Mt. Longhu Global Geopark in the east of China and the partial least square structural equation modeling (PLS-SEM) method, the results indicate that the direct effects of the memorable tourism experiences on perceived value, satisfaction, and loyalty. In addition, the impact of memorable tourism experiences on loyalty is enhanced through satisfaction. Meanwhile, perceived value of geotourism tourists significantly influences satisfaction, and visitor’s satisfaction influences loyalty. Therefore, the relationship “memorable tourism experiences → perceived value → satisfaction → loyalty” is evident in geotourism at Mt Longhu Global Geopark.</p>

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Memorable Tourism Experiences, Satisfaction and Loyalty for Geotourism Tourists of Mt Longhu in East China

  • 期刊论文

  • 发表日期：

    2025年3月25日

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  • Qiuxiang Cao,
  • Lanshu Zheng,
  • Guixiang Cao,
  • Haixia Deng

摘要

Geotourism in unique geological sites or geosites, which has attracted visitors worldwide, is emerging as a new global phenomenon in the sustainable tourism industry. This study applies SOR and CAC theory to investigate the relationships among memorable tourism experiences, perceived value, satisfaction, and loyalty for geoheritage tourists. With the questionnaire survey responses from 558 tourists at Mt. Longhu Global Geopark in the east of China and the partial least square structural equation modeling (PLS-SEM) method, the results indicate that the direct effects of the memorable tourism experiences on perceived value, satisfaction, and loyalty. In addition, the impact of memorable tourism experiences on loyalty is enhanced through satisfaction. Meanwhile, perceived value of geotourism tourists significantly influences satisfaction, and visitor’s satisfaction influences loyalty. Therefore, the relationship “memorable tourism experiences → perceived value → satisfaction → loyalty” is evident in geotourism at Mt Longhu Global Geopark.