The Influence Factors for Visitor Loyalty on Taipei International Travel Fair

The purpose of this study is to understand and analyze the impacts of visitor background variable, travel fair attraction, experience, and satisfaction on visitor loyalty at the Taipei International Travel Fair. Subjects were visitors who attended the 2010 Taipei International Travel Fair. Convenience sampling was conducted at the fair exit. A total of 150 surveys were performed each day. Out of a total of 450 surveys performed, 423 were valid, with a valid response rate of 94%. In the hierarchical regression analysis, following the entry of four blocks into the model, study results show that background variables in the model has no significant explained variance predicting visitor loyalty. In contrast, with attraction, experience, and satisfaction being added to the model, the model provides a statistically significant explained variance predicting visitor loyalty. The study concludes that attraction, experience, and satisfaction are important influence factors for visitor loyalty.