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

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.