Research On Antecedents Of Loyalty Of Mainland Tourists To Taiwan

Since 2008, the mainland and Taiwan authorities opened a two-way exchange channel of tourists,the number of mainland and Taiwan tourists surged.Mainland tourists who visit Taiwan have caused a new tourist boom, and this boom has brought huge social and economical benefits to Taiwan. In this enormous number, tourists who have a trend to seek cultural identity dominant.It's obvious that culture has became an important part in the procedure of constructing a destination image and tourist loyalty.But there lacks studies that make place cultural identity antecedents for destination image and tourists'loyalty in China's tourism management area, and the relationship between tourist involvement and place cultural identity was rarely tested.This thesis presents the definition of place cultural identity and sets up a theoretical model based on the hypothetical relationship among three critical factors--place cultural identity?tourist involvement and destination image, and make these three factors the antecedents of revisit intention. This model uses Taiwan as a tourism destination, revises the measuring scale of place cultural identity and analyzes up to 567 effective samples of mainland China tourists traveling to Taiwan. The conclusions are:First,tourist involvement is an important antecedent of cultural identity,only after a deep experience of destination can tourists obtain satisfaction and cultural identity.Second,both tourist involvement and place cultural identity have positive effects on destination image, satisfactory experience and cultural belonging benefit the destination image. Third,destination image leads positively to revisit intention.Positive destination image urges tourists to choose this area again when they have another chance,and makes them gladly recommend this area to others.At last,this thesis finds that there are no relationships between place cultural identity and revisit intention/tourist involvement and revisit intention, which are opposite to the previous studies,this is an innovation point on academic research.