Structural Analysis of Attachment and Brand Loyalty to Region Generated by Travel Experience

Abstract

The purpose of this study is to analyze the causal structure concerning the attachment and brand loyalty to region generated by travel experience. For this purpose, the questionnaire surveys are conducted at the subject of travelers to Iwami-ginzan silver mine and travelers to the Izumo area. By applying the structural equation model to these data, the structural models including the causal relations between travel values, regional emotions and effects to region are obtained. As the results indicate, first of all, it is remarkable that the attachment to region forms the brand loyalty to region and lead to the altruistic behavior intention. Second, it is found that the mania consciousness strongly leads to the altruistic behavior intention and also has a work to link the attachment to region and the altruism behavioral intention. Finally, it is clear that the attachment and brand loyalty to region are formed by total travel value, main travel resource value, travel service value, and travel feelings.