Enhancing the Destination Loyalty in Taiwan's Hot Spring Industry

Abstract

Loyalty has been considered as one of the major objectives in strategic marketing due to the increasing competition and the recognition of the importance of loyal customer. There are few comprehensive, empirically tested, and structural models regarding to nature of place attachment's relationship with loyalty formation are demonstrated in the context of recreation industries in leisure and recreation research. The purposes of this study were to examine whether satisfaction intervenes in the relationship between service quality and destination loyalty (place identity, place dependence and behavioral intention), and investigate the contribution of service quality and satisfaction on the prediction of destination loyalty. The results indicated that service quality has indirectly and significantly influence on destination loyalty through satisfaction. Practical implications and future research are discussed.