Harmonious Tourism Environment and Tourists Perception: An Empirical Study of Mountain-Type World Cultural Heritage Sites in China

This study tested the structural equation model between harmonious tourism environment perception and tourists’ loyalty. In this paper, a model is erected to indicate the relationship between harmonious tourism environment perception and tourists’ loyalty. With 377 valid questionnaires from 8 mountain-type world cultural heritage sites in China, the author tested the model by SPSS and AMOS. It was found that the perception of natural ecosystem was the most influential factor affecting tourists’ entire environment perception, social relations system was the second place and cultural ecosystem was the third place. The entire harmonious tourism environment perception also greatly determines tourists’ loyalty. At last, some suggestions were given to make tourism destination develop sustainably based on this study.