旅遊動機對品牌個性、自我形象一致性及忠誠度之影響研究－以東北角暨宜蘭海岸國家風景區為例

Linking Travel Motivation, Brand Personality, Congruity of Self Image and Loyalty: A Case Study of the Northeast and Yilan Coast National Scenic Area

葉碧華(Pi-Hua Yeh) ； 劉瓊如(Chyong-Ru Liu)

《中國地理學會會刊》 45期 (2010/12) Pp. 1-18

https://doi.org/10.29972/BGSC.201012.0001

摘要

本研究旨在探索目的地品牌和選擇過程重要構念－旅遊動機對品牌個性、自我形象一致性及忠誠度之影響研究。選擇在東北角暨宜蘭海岸國家風景區龍洞南口、福隆、大里及烏石港等四處遊客中心進行遊客問卷調查，共獲得381份有效問卷。研究結果指出前往該風景區遊客的旅遊動機可分為「新奇人文體驗型」及「自然風情享受型」等兩類型；對目的地品牌個性的想法，「新奇人文體驗型」遊客重視純真及典雅特性，「自然風情享受型」遊客偏重純真及健身等特性；就自我形象一致性的看法，兩群體遊客均以呈現真實我較為認同；就目的地忠誠度的展現，「新奇人文體驗型」遊客均明顯高於「自然風情享受型」遊客。相關管理單位可透過瞭解遊客旅遊動機型態，找尋與當地旅遊資源相符合的品牌個性，迎合其自我形象一致性，以強化遊客的忠誠度。

關鍵字

品牌個性 ； 自我形象一致性 ； 旅遊動機 ； 忠誠度 ； 國家風景區

並列摘要

The aim of this study is to explore the links among four key constructs proposed for the destination branding and choice process-travel motivation, brand personality, self-congruity, and loyalty. We conducted questionnaires in four visitor centers in the Northeast and Yilan Coast National Scenic Area-in Fulong, Longdong, Dali and Wushihkang-receiving a total of 381 valid returns. Our results show that the motivation of travelers to this National Scenic Area can be grouped into two categories-experiencing novelty and culture, enjoying nature wonder. Their opinions on target destination brand personality also change accordingly-novelty and culture seekers emphasize simplicity and elegance, while visitors seeking to enjoy nature wonder favor simplicity and healthy activity. With regard to congruity of self image, two groups tend to identify actual self image. And in terms of loyalty to the target destination indicates that looking for a novelty and culture experience are more loyal than wanting to enjoy nature wonder. Relevant managerial agencies may use these results to find a brand personality most well suited to their local resources based on this understanding of travel motivation, while also catering to congruity of self image and strengthening visitor loyalty.

並列關鍵字

brand personality ； congruity of self image ； travel motivation ； loyalty ； National Scenic Area

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