ABSTRACT

This study aims to validate the new concept of ‘tourist attraction personality’ and examine its effect on attraction and destination loyalty. Data were collected from 800 tourists in Macao using a quantitative survey method. The results show that tourist attraction personality has a significantly positive impact on attraction loyalty, in turn leading to destination loyalty. The tourist attraction personality was also found to act as a complementary partial mediator in the relationship between attraction and destination loyalty. Practically, when a destination seeks to become more distinctive in an increasingly competitive market, tourist attraction personality can be used as an essential marketing tool to assist in building the uniqueness of the destination and thus the destination loyalty through securing the tourists’ attraction loyalty. Overall, this study provides theoretical and practical insights into establishing competitive marketing strategies for tourism destinations.

摘要

本研究旨在验证“旅游景点个性”的新概念，并检验其对景点和目的地忠诚度的影响。数据采用定量调查方法从澳门的 800 名游客中收集。结果表明，旅游景点个性对景点忠诚度有显着的正向影响，进而导致目的地忠诚度。旅游景点个性也被发现在吸引力和目的地忠诚度之间的关系中起到了互补的部分中介作用。实际上，当一个目的地寻求在竞争日益激烈的市场中变得更加独特时，旅游景点个性可以作为一种重要的营销工具，通过确保游客的吸引力忠诚度来帮助建立目的地的独特性，从而建立目的地忠诚度。全面的，