Examining the Relationships between Destination Image, Place Attachment, and Destination Loyalty in the Context of Night Markets

Yu-Jen Chiang

doi:10.5539/ijbm.v11n2p11

Abstract

<p>This study investigates destination image, place attachment (including place dependence and place identity), and destination loyalty among visitors to night markets. A total of 474 effective questionnaires were collected from visitors to the three well-known Tainan night markets in Taiwan. Confirmatory factor analysis and structural equation modeling were employed using Amos 18 for Windows. The empirical results showed that destination image has a significant direct effect on place dependence, place identity, and destination loyalty. Additionally, place identity is the antecedent that has an effect on destination loyalty. In the indirect effect, destination image mainly influenced destination loyalty through place identity. Practical implications and recommendations for further studies are also provided.</p>

Highlights

Night markets provide people with opportunities for dining, shopping, entertainment, performances, and strolling at night
This study develops a conceptual model to verify the relationships between of destination image, place dependence, place identity, and destination loyalty among visitors in the Tainan night markets, Taiwan
In addition to clarifying the relationships between destination image, place dependence, place identity, and destination loyalty based on the cognitive model of Oliver (1980), this empirical study verified the applicability of place attachment to the investigation of the behavior of visitors to night markets

Summary

Introduction

Night markets provide people with opportunities for dining, shopping, entertainment, performances, and strolling at night. The main features of night markets in Taiwan include flexible use of time, friendly and relaxed atmosphere, diversified and cheap shopping and dining options, and presentation of local cultural characteristics (Huang, Liou, & Tzeng, 2009). According to the 2014 Survey of Travel by R.O.C Citizens, conducted by the Tourism Bureau, Ministry of Transportation and Communications, Republic of China (2015a), three of the country’s most visited destinations in 2014 were night markets. Night markets were one of the major scenic spots inbound visitors visited in 2014 (Tourism Bureau, MOTC, 2015b). Night markets are a source of recreation for local residents and an important tourism resource in Taiwan. Understanding of the behavioral model of visitors to night markets can help to enhance their marketing management

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