An Analysis of the Influencing Factors of Customer Retention in Tourism Resort Industry: A Case Study of Lingnan Impression Park, Guangzhou, China

Abstract

The customer retention is an important factor in today's increasingly tourism competitive markets which should be concerned seriously. At present, many academic customer retention researches mostly focused on the business market research in the hotel industry. In view of the tourism resort, especially the urban cultural themes attraction, analyzing the influencing factors of customer retention in such resort has its special significance. The aim of this study is to empirically explore the relationship among the cultural attractive, attraction operation, promotion strategy and tourist costs on customer retention in the urban cultural themes attraction. A quantitative research method was adopted to collect empirical data from the case study of Lingnan Impression Park, Guangzhou, China and the analysis of the influencing factors base on the integrated research approach for the urban cultural themes resort. The results indicate what extent these individual factors can have an impact on customer retention is beneficial for the resort marketing practices and several strategies are suggested about improving the degree of the customer retention to the urban cultural themes resorts in China.