遊客忠誠度係緣自消費者行爲學的文獻，將「品牌忠誠度」的觀念，應用到旅遊市場。本研究目的旨在透過忠誠度的度量，並檢驗影響遊客忠誠度之因子，以提供市場定位與經營管理。將遊客忠誠度區分成高忠誠度、潛在忠誠度、僞裝忠誠度、及低忠誠度，從五峰旗風景特定區以等距抽樣取得385份有效樣本，並檢定四種不同型態的變數。結果顯示，不同組群的遊客忠誠度與許多變項有顯著的差異。就四種不同型態的遊客忠誠度而言，潛在忠誠者來源地距離五峰旗最遠；居住於鄉鎮遊客忠誠度高於居住在都市的遊客，對五峰旗的印象，忠誠遊客顯著地優於低忠誠遊客，尤其是瀑布、乾淨的空氣。就旅遊態度而言，忠誠遊客最同意「旅遊可以調劑生活，增加工作情緒」及「較喜歡自然式的風景區」，且數據顯示本區不宜導入機械遊樂。

This study of visitors' loyalty is from the consumer behavior literature on brand loyalty, and applies the concept to the tourism market. The aim of the study is to provide positioning management through the measurement of loyalty and identification of influential factors on the visitors. Using a two dimensional measure, loyalty is classified as high, latent, spurious, or low. There were 385 valid records collected in the Wu-Feng-Chi Scenic Area via a interval sampling method, in examining the influential factors of visitors' loyalty. Results of the analysis revealed that there are significant differences between the Wu-Feng-Chi visitors' type of loyalty arid various factors. The distance factor found that there is a farthest distance for latent loyal visitors to visit Wu-Feng-Chi. The city size factor revealed that visitors from the county are more loyal than those from the city. There is more approval for loyal visitors of the Wu-Feng-Chi image, especially of waterfall and clear air. Regarding travel attitude, loyal visitors agree more with the statements "life can be promoted by travel and increasing work effort" and "like natural Scenic Area",The data also revealed that Wu-Feng-Chi can not allow the introduction of mechanized activities.