The impact of ski servicescape on tourist loyalty: evidence from Chinese market

With the rapid development of the Chinese ski tourism industry, there has been a surge in public enthusiasm for participating in ski tourism. However, ski tourists exhibit a low per capita skiing frequency, indicating room for improvement in their loyalty. Based on Stimulus-Organism-Reaction (SOR) theory, this study examines the impact of ski servicescape on tourist loyalty, positing that physical servicescape, social servicescape and social symbolic servicescape within the ski servicescape all exert a significant positive effect on flow experience and meaningful experience. However, natural servicescape does not demonstrate a significant effect on either flow experience or meaningful experience. Furthermore, both flow experience and meaningful experience significantly contribute to tourist loyalty. Additionally, the gender of ski tourist moderates the relationships between ski servicescape and tourist loyalty. The present study contributes to the existing research on servicescape and tourist loyalty by providing empirical evidence from the Chinese ski market, thereby offering a theoretical foundation and methodological guidance for the design and management of ski servicescape.