Study on the Influencing Factors of Tourist Loyalty on Gotland

Abstract: Nowadays, it is very important to study tourist loyalty and its influencing factors in the field of tourism research. After expatiating the importance of global tourism to regional development, this paper introduces the concept of tourism loyalty and its related influencing factors and tries to analyze how tourist loyalty is formed in Gotland tourism, so as to realize the sustainable development of the tourism industry on Gotland. The purpose of this study is to study the influencing factors of tourists' loyalty and to deepen tourists' impression and perception of Gotland. Through quantitative and qualitative research methods, this paper concludes that tourist destination knowledge, tourist perceived evaluation and satisfaction will have a positive impact on tourist loyalty. This paper can provide some references and basis for local tourism stakeholders to formulate tourism development strategies in the future.