ABSTRACT
With the rising popularity of recreation farms in Taiwan, understanding visitors’ behavior is a critical issue. Therefore, this study attempts to establish a model that includes destination image, self-congruity, destination personality, and destination loyalty to clarify the mechanism from image to loyalty. Yilan Shangrila Recreation Farm was selected as the research setting and 326 usable responses were received. The results revealed that destination image shows positive impacts on self-congruity, destination personality, and destination loyalty. However, there was no significant relationship between self-congruity and destination loyalty. Further analysis showed the existence of significant differences between first-time and repeat visitors. The path from destination image to destination personality to destination loyalty can better explain how image leads to loyalty. The findings of this study provide meaningful academic and managerial implications.
