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E99006
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目的地品牌個性、自我形象一致性與目的地選擇之研究:以休閒農場為例
How Destination Image Influences Destination Personality, Self- Congruity and Behavior Intention: Evidence from Leisure Farming
1.劉瓊如
1.Chyong-ru Liu
1.國立彰化師範大學環境暨觀光遊憩研究所
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
001,002,003,004
1.國立彰化師範大學環境暨觀光遊憩研究所
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
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):2010-08-01
A.14 計畫執行期間(訖):2011-07-31
2010-09-012010-11-30
A.16 收到日期:2011-09-19
2
以進入2010台北國際旅展會場內之民眾為主

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522

522
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01
C.2 聯絡日期:2011-09-19
2
1.國立彰化師範大學環境暨觀光遊憩研究所
1.Graduate Institute of Environment, Recreation and Tourism, National Changhua University of Education
1
自計畫執行結束日起二年後公開

C.7 資料公開日期:2013-08-01
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008
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1.目的地意象
2.品牌個性
3.自我形象一致性
4.目的地選擇
1.Destination Image
2.Destination Personality
3.Self-Congruity
4.Behavior
本研究主要探究目的地意象對遊客自我形象一致性、品牌個性與目的地選擇的影響。本研究擇選苗栗縣飛牛牧場及花蓮縣新光兆豐休閒農場等兩處較具特色的休閒農 場,以2010台北旅展會場內聽過該兩休閒農場但未去過之消費者為調查對象,獲得522份有效問卷。研究結果發現目的地意象對於品牌個性、自我形象一致性 與目的地選擇皆有正向之影響,而品牌個性與自我形象一致性對於目的地選擇也有正向的影響,品牌個性對於自我形象一致性的直接影響效果達到顯著水準。最後依 據研究結果,提出管理意涵及後續研究建議。

The purpose of this study is to explore the impact of destination image on self-congruity, destination personality and behavior intention and further examine the mediated role of destination personality between self-congruity and behavior intention. We conduct data collection at 2010 Taipei International Travel Fair, select participants who have heard but never visit Flying Cow Ranch and Shin Kong Chao Feng Ranch & Resort, and 522 useable responses are received. The results revealed that there were significant and positive relationships among destination image and self-congruity, destination personality and behavior intention. Taken together, the relationship between destination personality and self-congruity is significant. Finally, managerial implications as well as suggestion for future researches are also discussed.

D.16 完成檢誤日期:2011-10-25
D.17 預定釋出日期:2013-08-01
D.18 初次釋出日期:2013-11-29
D.19_1 最新版釋出日期:2013-11-29
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10.6141/TW-SRDA-E99006-1
https://efenci.srda.sinica.edu.tw/webview/index.jsp?object=https://efenci.srda.sinica.edu.tw:80/obj/fStudy/E99006
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