Tourism destination loyalty is an effective perspective for studying changes in tourist sources of tourism destinations.In order to enhance the effectiveness of the concept of loyalty,this study took Zibo as an example and used interview and text analysis methods to examine the causes and consequences of the"rushing to Zibo for barbecue"event,and deduced and analyzed the loyalty of tourists and local residents to Zibo barbecue over three time periods from the perspective of scales.The main conclusions of this study are as follows:1)Loyalty analysis from the perspective of scales can comprehensively analyze the reasons and possibilities of multiple subjects'loyalty attitudes and behaviors from the dimensions of local industrial structure,policy and governance,and cultural symbols,among others.2)This research explored the scale practice affected by social media attention,and explore how the local government in Zibo and the media at all levels,resorting to social media attention,scaled up Zibo barbecue to a cultural label,and how the tourists and local residents downscaled the kindness in human nature to a multi-dimensional consumption experience in the city.3)In terms of policy recommendations,the study suggests that local governments maintain brand popularity through festivals every year,but it is necessary to make tourists feel the characteristics of festival carnival without hierarchy,norms,and constraints.During the festival,cultural exchange activities between college students,relevant enterprises,and local public institutions can be added to enhance the possibility of tourists entering Zibo.This study combined the concepts of scale transformation and tourism loyalty to build an academic analysis framework,providing recommendations for improving the sustainability of tourist sources under the impact of the"Internet celebrity"phenomenon.
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