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  • 學位論文

鄉村旅遊意象與節慶行銷傳播參與意願

Rural Destination Image and Event Marketing Communication participation

指導教授 : 湯幸芬
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摘要


近年來政府陸續推動休閒觀光,旅遊地透過產業、文化、空間等特色或舉辦民俗節慶活動吸引遊客,節慶活動利用行銷傳播媒體與遊客進行接觸,影響或改變遊客對旅遊地的想法和印象,因此,本研究主要是在探討行銷傳播媒體對於遊客參與意願的影響,並進一步探討遊客對旅遊意象感受,以及行銷傳播參與意願與旅遊意象此二者之間的關係。以結構式問卷進行調查,研究抽樣以古坑咖啡節活動期間,華山國小、咖啡香榭大道、蜜蜂故事館外草坪、戶外遊憩設施區及遊客停車場等五處區域,抽取16歲以上的遊客為對象,遊客樣本數為344份,扣除無效問卷,回收有效問卷330份。 本研究透過文獻回顧,建構旅遊意象與行銷傳播參與意願之間的關係,旅遊意象分為自然景觀、社會文化、遊憩活動、商品特色四項;行銷傳播意願分為廣告、公關、直效行銷三項,利用信度分析及因素分析,檢驗行銷傳播參與意願與旅遊意象各構面,並以迴歸分析探討其間關係,研究結果顯示在旅遊意象以「自然景觀」意象最強烈,其次為「商品特色」意象,顯示遊客旅遊時主要對旅遊地環境及店家商品具有深刻印象;行銷傳播參與意願部份以「廣告」參與意願較強烈,「公關」參與意願次之,表示遊客透過廣告與公關對其活動的參與意願有所幫助;最後發現旅遊意象、居住地區、同遊類型會影響行銷傳播參與意願,其中更以「商品特色」意象最為重要,顯示遊客對當地商家及其產品及旅遊地特性之意象,與遊客透過行銷傳播媒體產生之參與意願強烈程度最為相關,另一方面,行銷傳播參與意願、年齡、旅遊時間與同遊類型會影響旅遊意象,其中以「公關」參與意願最為特出,顯示遊客對於公關參與意願,與旅遊意象的感受程度關係最密切。因此,旅遊地的資訊傳播,除了能提昇遊客的參與意願程度外,對於旅遊意象深刻與更新,更能夠有所助益。

關鍵字

台灣咖啡節 公關 商品特色

並列摘要


The government has been dedicated to furthering tourism. Visitors are attracted by different cultures, different industries, and some special folk events. Through marketing communication, the events have chances to contact tourists and to change and influence their thought and their image. Therefore, the main point of this research is, firstly, to discuss the influence of marketing communication on tourists. And it discusses how tourists feel about the image of where they visit. Also, it focuses on the connection between both the above-mentioned. The survey aim at five zones—Hua-Shan Elementary School, Coffee Avenue, the lawn of Honey Museum, outdoor tourist attractions, and parking lots—during the whole Gukeng Coffee Festival. Then, aiming directly at over 16-years-old, there are totally 344 samples, and 330 of them are available. The research tries to build the relationship between marketing communication influencing on visitor’s participation and destination image by basing on the literature reviews. Destination image includes nature landscapes, social cultures, recreational activities, and destination product image; marketing communication includes advertisements, public relations, and direct marketing. In this research, it analyzes every aspect between marketing communication influencing on visitor’s participation and destination image through reliability analysis, factor analysis, and regression analysis. According to the analysis, about destination image, it shows that for tourists, nature landscapes are the strongest image, and then, destination product image follows; about marketing communication influencing on visitor’s participation, advertisements are the strongest, ahead of public relations which both help tourism a lot. As the result, destination image, distance, length of stay, and type of companion, all of them affect marketing communication influencing on visitor’s participation, and destination product image takes the most important part. How tourists feel about the destination product image is deeply related to marketing communication influencing on visitor’s participation. Also, marketing communication influencing on visitor’s participation, ages, length of stay, and type of companion all affect destination image, especially PR. There is a high correlation between public relations participation and destination image. Therefore, spreading the destination information helps tourism more prosperous. It can not only attract tourists but also imprint the image on tourists’ mind.

參考文獻


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被引用紀錄


廖淑玲(2011)。地方節慶、產業特色、行銷模式對經營績效影響之研究 ─以雲林縣古坑鄉咖啡業者為例〔碩士論文,國立臺灣大學〕。華藝線上圖書館。https://doi.org/10.6342%2fNTU.2011.00115
蕭伊伶(2016)。遊客對環境氛圍要素、美感欣賞、 目的地意象與體驗效益關係之研究— 以台中市新社區為例〔碩士論文,逢甲大學〕。華藝線上圖書館。https://doi.org/10.6341%2ffcu.M0317354

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