The Influence of Tourism Image and Activities Appeal on Tourist Loyalty ¨C A Study of Tainan City in Taiwan

Shwu-Ing Wu and Yu-Hua Zheng

Journal of Management and Strategy, 2014, vol. 5, issue 4, 121-135

Abstract: In recent years, local government authorities have been hosting impressive promotional events as a way of marketing local culture and creating commercial tourism opportunities. Using the Anping District of Tainan City as a case study, we explored the relationships among image, activity appeal, experiential value, satisfaction and loyalty, as well as compared groups with different travel frequencies. Using convenience sampling, we conducted a questionnaire survey of subjects who had previously visited the Anping District, recovering a total of 831 valid questionnaires. We then categorized the subjects by travel frequency into highly frequent, moderately frequent, and infrequent visitors. Results showed that travel frequency affects relationships between variables: (1) the experiential value and satisfaction of infrequent visitors was more significantly influenced by image. (2) For moderately frequent visitors, experiential value had a stronger influence on satisfaction and activity appeal had a greater effect on loyalty. The results of this study can serve as reference in the planning of local tourism strategies.

Keywords: tourism image; activity appeal; experience value; satisfaction; loyalty (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/jms/article/view/5883/3516 (application/pdf)
http://www.sciedu.ca/journal/index.php/jms/article/view/5883 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:jms111:v:5:y:2014:i:4:p:121-135

Access Statistics for this article

Journal of Management and Strategy is currently edited by Jenny Zhang

More articles in Journal of Management and Strategy from Journal of Management and Strategy, Sciedu Press
Bibliographic data for series maintained by Jenny Zhang ().