A study on the relationships of service fairness, consumption emotions and tourist loyalty: A case study of rural tourists
服务公平性、消费情感与旅游者忠诚关系——以乡村旅游者为例

Tourist loyalty is an important content of tourism geography and the key of fierce market competition between destinations. Based on the cognition-emotion-behavior theory, this paper constructs an integrative SEM model, and takes rural tourists as the study object to explore the relationships between service fairness, consumption emotions and tourist loyalty. The results are obtained as follows. Firstly, service fairness is the direct antecedent variable, and has a direct positive effect on positive emotion and tourist satisfaction, but a direct negative effect on negative consumption emotion. Secondly, service fairness has an indirect impact on tourist through consumption emotions and satisfaction mediators. Thirdly, positive emotion has a significant negative effect on negative emotion. Fourthly, positive emotion has a significant direct positive effect on tourist satisfaction and word-of-mouth and negative emotion to search for alternatives. Fifthly, tourist satisfaction is the most important and directive antecedent variable of tourist loyalty. Sixthly, there is a progressive relationship between intention to revisit and word-of-mouth of tourist loyalty that has a direct positive effect on intention to revisit and word-of-mouth, but a direct negative effect on search for alternatives. Discussion and implications are provided based on the research results.