The Impact of Tourism Destination Image and Service Innovation on Tourist Loyalty through Perceived Value

Abstract

This research article the objectives of this study are as follows: 1) To explore the perspectives of creative leadership, organizational resiliency, and cultural change in growing rural tourism. 2) Examine the influence of innovative leadership, organizational resilience, and cultural change on the development of rural tourism and 3) Examine how organization resilience positively mediates the relationships between creative leadership, cultural change, and tourism development in rural communities in Anhui, China. This research design uses qualitative and quantitative methods to complete objectives and test hypotheses. Questionnaires were distributed to group travelers' leaders and members to select respondents based on expertise, availability, convenience, and interest. Construct validity was examined using confirmatory component analysis and tests of convergent and discriminant validity. Path analysis was conducted to determine whether the hypothesis and organizational resilience mediate the route. In Anhui, China, where rural tourism is growing, research was done on creative leadership, organizational resilience, and cultural change. Confirmatory factor analysis is used to test if a factor and its observed variable match the researcher's theoretical relationship. According to the hypothesis, the effect of creative leadership on tourism development in rural villages in Anhui, China, is statistically significant. The impact of organizational resilience on tourism development in rural villages in Anhui, China, is statistically significant. The impact of creative leadership on organizational resilience in developing tourism in rural villages in Anhui, China, is statistically significant. Qualitative research showed that cultural tourism development requires recognizing capacity, establishing communication and relationships, empowering local communities, ensuring staff continuity, and sharing authority with the community. Rural communities are important as they have an effect on economic, social, cultural, and environmental development. Future research should adopt a multifaceted strategy to better comprehend the relationships between leadership, organizational resilience, and cultural change in the tourism industry.