Examining the Relationships between Destination Image, Place Attachment, and Destination Loyalty in the Context of Night Markets

Abstract

This study investigates destination image, place attachment (including place dependence and place identity), and destination loyalty among visitors to night markets. A total of 474 effective questionnaires were collected from visitors to the three well-known Tainan night markets in Taiwan. Confirmatory factor analysis and structural equation modeling were employed using Amos 18 for Windows. The empirical results showed that destination image has a significant direct effect on place dependence, place identity, and destination loyalty. Additionally, place identity is the antecedent that has an effect on destination loyalty. In the indirect effect, destination image mainly influenced destination loyalty through place identity. Practical implications and recommendations for further studies are also provided.