Measuring factors affecting local loyalty based on a correlation network

Abstract

Understanding the level of local loyalty is crucial for urban planners, as individuals who exhibit higher levels of loyalty are more likely to adopt a “voice” strategy and act in the interest of their community, while being less likely to relocate. This study aims to develop a methodology for assessing and determining the factors influencing local loyalty levels. It is presumed that different factors contribute to each level of local loyalty. Through the identification of loyalty components and potential drivers, a data-driven approach based on correlation networks was employed to identify critical factors influencing loyalty at varying levels. The methodology was applied in Veszprém, Hungary, the European Capital of Culture in 2023, using a representative survey. The findings reveal that while demographic variables exhibit a weak correlation with loyalty levels, residents living in the city centre tend to show higher loyalty. Factors associated with high local loyalty include well-being, employment opportunities, healthy social relationships, and strong family ties. Conversely, the least loyal group is characterized by weak connections with friends, neighbours, and colleagues, as well as living in unsafe environments.