- 期刊
從自我印象一致性探討遊客意圖：以墾丁民宿為例
Understanding Tourists' Intention from Self-Image Congruity: An Empirical Study from B&B in Kenting
摘要
在今日高度競爭的市場中，消費者不僅被品牌圍繞，且被各家競爭者所發展的行銷做為所攻擊。特別是民宿產業，每家規模都很小，在有限資本下要與星級飯店與大型度假中心、主題樂園競爭實不容易。如何釐清消費者動機，引起其正面態度與激起其行動意圖為民宿業者重要議題。本研究之目的即以自我印象一致性探討民宿遊客之動機，研究發現自我印象一致性會顯著正向影響民宿遊客之態度，並透過態度影響其行為意圖。最後，民宿如要獲取較高的遊客行為意圖，應優先改善遊客自我印象，在網路部落格行銷時，應呈現適當之圖片與說明，使其與現場實際場景相符，避免遊客不當想像，影響對民宿之態度與後續入住意願。
並列摘要
In today's highly competitive market, consumers are not only surrounded by numerous brands but are also exposed to many different marketing practices that are developed to differentiate these brands from their competitors. Specifically it is difficult for B&B owners to compete to resorts, hotel, and theme park because its small scale and the limited capital. How to clarify the motivations of consumers, enhance their positive attitude and raise their intentions is an emergent issue for B&B industry. The objective of this study is to explore the motivations of B&B tourists based upon self-congruity theory. After questionnaire survey, 408 valid samples were received. Findings show that self-image congruity of B&B tourists positively impact attitude toward to B&B and thus, attitude also positively impact behavioral intentions. Finally the self-image congruity of B&B tourists should be concerned first by the B&B owners. And the pictures on the internet should be improved first to fit the actual ones. This can benefit tourists by enhance their self-image congruity.