| Summary: | 碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 106 === In tourism market, establishing a destination brand is conducive to the operation management of the destination, and having loyal visitors is pivotal to the competitive advantages.The purposes of the present study were to examine the relationship among tourists’ destination brand love, place attachment, and destination loyalty. Besides that we test the mediate effect of place attachment.
This study builds a model and hypothesis according to literatures, and also collects 424 valid questionnaires from Alishan tourists. Hierarchical structural equation modeling (SEM) is applied to test cause relations between destination brand love, place attachment, and destination loyalty, and further investigate the mediate effect of place attachment. The results of this study were as follows: (a) destination brand love has positive relationship with destination loyalty; (b) destination brand love has positive relationship with place attachment; (c) place attachment has positive relationship with destination loyalty; (d) place attachment is play a mediator role between destination brand love and destination loyalty. Based on the results of this study, suggest for Alishan’s managerial sector.
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