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E97030
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015
台灣區域民宿產品意象、產品性格與吸引力關係之比較研究
A Comparative Study on The Relationship among Regional B&B Product Image, Personality and Tourist Attractions in Taiwan
1.曾喜鵬
1.Hsi-peng Tseng
1.亞洲大學休閒與遊憩管理學系
1.Department of Leisure and Recreation, Asia University
001,002,003,004
1.亞洲大學休閒與遊憩管理學系
1.Department of Leisure and Recreation, Asia University
002
1.行政院國家科學委員會
1.National Science Council
A.14 計畫執行期間(起):2008-08-01
A.14 計畫執行期間(訖):2009-07-31
2008-10-192008-12-31
A.16 收到日期:2009-11-05
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台灣北中南東四地區民宿住宿遊客

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720
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01
C.2 聯絡日期:2009-11-09
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1.亞洲大學休閒與遊憩管理學系
1.Department of Leisure and Recreation, Asia University
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C.7 資料公開日期:2011-08-01
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1.民宿
2.意象
3.吸引力
4.品牌性格
5.重遊意願
1.B&B personality
2.revisit attention
 台灣民宿產業成長快速,致使市場競爭激烈,但民宿經營者始終缺乏一個有效的行銷策略來提昇其競爭力。由於台灣民宿具有空間聚集的現象,加上民宿為觀光旅 遊地供給系統的一部份,因此本研究提出有效的民宿行銷策略應以整個旅遊地為基礎,並將其品牌化塑造獨特個性後,才能吸引更多的遊客前往住宿的假設。

為驗證此假說,本研究以國外旅遊地品牌文獻為基礎並進一步加以延伸,將旅遊地品牌個性、旅遊地意象與遊客再宿意願三個變數加以連結,並進一步導出四個 研究假說,再以結構方程模型加以驗證。 研究結果發現,遊客對民宿產品意象的認知會顯著影響民宿產品的品牌個性,民宿產品的品牌個性亦會正向影響遊客之再宿意願,但民宿產品意象對遊客之再宿 意願在此結構模型中並不顯著。本研究也同時發現,民宿產品品牌性格為民宿產品意象影響遊客再宿意願之中介變數。本研究結果可提供台灣民宿產業整合並加以品 牌化的基礎。

The B & B industry is growing rapidly in Taiwan, and result in hard competitiveness. However, there is still lack of effective marketing strategies for the B & B operators. Due to spatially clustered phenomenon, and the B & B as part of the tourism supply system, this project argues that an effective marketing strategy for B & B industry should be based on whole destination rather than single B & B unit, and be branded to create its personality. Thus, this project extends past researches in destination branding by integrating brand personality, destination image and tourist’s willingness-to-return variables to explore their interrelationship. The results indicated that B & B destination images have positive impact on B & B destination personality; B & B destination personality also has positive impact on tourist’s willingness-to-return; the effect of B & B destination image on tourist’s willingness-to-return was not statistically significant. The result also indicates that brand personality is an intervening variable for the effect of brand image on tourist’s willingness-to-return.

D.16 完成檢誤日期:2011-01-25
D.17 預定釋出日期:2011-08-01
D.18 初次釋出日期:2011-08-01
D.19_1 最新版釋出日期:2011-08-01
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10.6141/TW-SRDA-E97030-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E97030
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