What Drives Tourist Loyalty toward Taiwan as a Tourist Destination? A Lesson Prior to the COVID-19 Pandemic

This study aims to develop an integrative model of loyalty formation to examine antecedent factors to visiting Taiwan. It clarifies the image of Taiwan as a tourist destination and the factors that differentiate this country from its competitors in terms of the target market. The  data was collected from a total of 443 self-administered questionnaires. The responses were examined and analyzed using structural modeling. This study empirically confirms the quality–satisfaction–loyalty model and incorporates destination image and personality into it. The result reveals the direct impact of destination image, personality, service quality, perceived value, and customer satisfaction on destination loyalty. Besides, it affirms that destination image, both directly and indirectly, impacts destination loyalty through the role of destination personality. This study provides managerial implications for tourism industry practitioners in terms of future practical application; it can also serve as a reference for future studies

Parasocial Interaction, Destination Personality Fit and Consumers’ Behavioral Intentions: The Case of TV Shopping

This study examines whether a TV shopping host’s introduction and promotion on a tourism destination could develop viewers’ parasocial interaction (PSI) with that host and thus influence viewers’ behavioral intentions on that destination. In addition, moderating effects of two factors (self-destination personality fit and host-destination personality fit) on the relationship between the TV viewers’ parasocial experience with a TV host (PSI) and the viewers’ behavioral intentions on the advertised destination are tested. Data were collected from 310 TV shopping customers in Taiwan using a self-administrated questionnaire. Simple linear regression and hierarchical regression techniques were implemented to test the proposed hypotheses. Findings indicate that PSI between a TV host and TV viewers is strongly correlated with the significant positive behavioral intentions of viewers. In addition, self-destination and host destination personality fits were both reinforcements of the positive impact that PSI has on TV viewers’ behavioral intentions. Findings and data collected from this study would yield useful practical implications for tourism marketers in terms of wisely selecting a TV host and utilizing a TV host’s parasocial interaction with audiences to increase audiences’ behavioral intention on the promoted destination