Effects of Relationship Bonding on Brand Attitudes and Customer Loyalty in Tourism Industry

Abstract

The fiercely competitive markets in tourism industry have caused difficulty in developing new consumers. In addition to keep the quality of service, a tourism business has to change the marketing strategies and focus on the maintenance of relationship bonding with current consumers. In this study, the employees and customers of Chateau Beach Resort Kenting are distributed 300 copies of questionnaire. After deducting invalid and incomplete ones, total 162 valid copies are retrieved, with the retrieval rate 54%. The research results are summarized as follows. 1. Relationship bonding presents significantly positive correlations with brand attitudes. 2. Brand attitudes reveal remarkably positive correlations with customer loyalty. 3. Relationship bonding shows notably positive correlations with customer loyalty. 4. Brand attitudes have partial mediating effects on the correlations between relationship bonding and customer loyalty. Aiming at above results, suggestions are proposed to help tourism businesses create better operation performance.