The Development and Formation of Destination Familiarity

In this study, based on the theory of destination image and familiarity, the scales of Milman and Pizam (1995), Baloglu and McCleary (1999), Kim and Richardson (2003), Gursoy and McCleary (2004), and Prentice (2004; 2006) were taken as reference and adapted into the familiarity scale of the destination. A structured questionnaire was used as the tool for the survey.

By using quota sampling toward Kenting and Alishan visitors, 860 valid questionnaires are obtained. Confirmatory factor analysis (CFA) was applied for conducting the hypothesis testing of various competing models to identify the best model for the familiarity scale of the destination. The findings show that a first-order multi-factor oblique model could be considered the best model for the familiarity scale of the destination.