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

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  • Shwu-Ing Wu
  • Yu-Hua Zheng

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.

Suggested Citation

  • Shwu-Ing Wu & Yu-Hua Zheng, 2014. "The Influence of Tourism Image and Activities Appeal on Tourist Loyalty ¨C A Study of Tainan City in Taiwan," Journal of Management and Strategy, Journal of Management and Strategy, Sciedu Press, vol. 5(4), pages 121-135, November.
    • Handle: RePEc:jfr:jms111:v:5:y:2014:i:4:p:121-135
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    References listed on IDEAS

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    2. Ala'Eddin Mohammad Khalaf Ahmad, 2012. "Attractiveness Factors Influencing Shoppers¡¯ Satisfaction, Loyalty, and Word of Mouth: An Empirical Investigation of Saudi Arabia Shopping Malls," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 3(6), pages 101-112, November.
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    Cited by:

    1. Chen, Liang & Guo, Yirong, 2023. "Revisiting resources extraction perspective in determining the tourism industry: Globalisation and human capital for next-11 economies," Resources Policy, Elsevier, vol. 85(PA).

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