應用方法－目的鏈探究澎湖島嶼目的地意象與地方品牌建立

An Investigation of Developing Destination Image and Local Brand for Penghu Island by Using Means-End Chain

唐嘉偉(Jia Wei Tang) ； 薛巧柔(Qiao Rou Xue)

《行銷評論》 15卷1期 (2018/03) Pp. 133-165

摘要

由於台灣在地旅遊人數大幅提升，導致各地鄉鎮社區急於創造地方特色，並期望以執行差異化行銷策略來建立某地區或某景點的目的地意象，進而發展出地方品牌價值，影響旅遊消費行為及遊客未來重遊願意。本研究以目的地意象及地方品牌作為理論基礎，藉由質性深度訪談與方法－目的鏈研究方法，並以澎湖島嶼的觀光景點作為研究目標，探討在地居民與觀光遊客對於澎湖島嶼目的地意象的認知、體驗與感受。再分析歸納出在地居民與觀光遊客對於澎湖島嶼目的地意象之階層知覺圖，進而探討兩者對於澎湖島嶼目的地意象以及地方品牌建立之看法落差。研究結果指出，在地居民與觀光遊客對於地方發展品牌價值的重要因素，以及對於旅遊景點目的地意象因素的認知、體驗與感受均有所不同；對於在地居民而言，重視的因素是要如何解決目前遭遇的旅遊型態改變問題，以及要如何說服遊客多停留在觀光景點的方式，進而發展出獨特的地方品牌價值，才是最重要的目的地意象價值因素；但是對於遊客而言，地方目的地意象的呈現是能夠在旅遊行程中，更加體驗與認識地景風物與人文特色，並且享受旅行中的輕鬆自在與無拘無束之感受。期望本研究的成果，能夠創造遊客及在地居民共同參與地方生態環境和風貌形塑的機會，以提升國內觀光業者推動此類型深度觀光旅遊的意願。

關鍵字

目的地意象 ； 地方品牌 ； 方法－目的鏈 ； 澎湖島嶼

並列摘要

The substantial increase in the number of tourists in Taiwan's tourism industry has led to increased enthusiasm among local townships and communities to create and define their local characteristics. By developing a unique image, these communities seek to implement differentiated marketing strategies to build up their destination image and develop their local brand, thus affecting tourism behaviors and their willingness to re-visit such places. This study utilizes destination image and local brand as the theoretical bases and conducted in-depth interviews with the means-end chain analysis to explore the perceptions, experiences, and feelings of the inhabitants and tourists regarding the destination image for Penghu Island. Further, we analyze the perceptions of local residents and tourists regarding Penghu Island's destination image using a class perception map, and then explore the gap between the two groups in terms of their views on Penghu Island as a destination and establishment of its local brand. According to the results, inhabitants and tourists have different opinions on the important factors of local brand value development and the destination image of tourist attractions in terms of the cognitive, experiential, and emotional factors. For inhabitants, the emphasis is on how to solve the current changes in the type of tourism, and how to persuade tourists to stay and continue sightseeing, from which a unique local brand value may be developed For tourists, the destination image development has to do with enhancing tourists' experiences, helping them recognize the cultural characteristics of the destination, and enjoy the travel experience with relaxed and unfettered feelings. The results of this study can create opportunities for tourists and local residents to participate in local ecological environment protection and enhance the domestic tourism industry’s desire to promote this type of in-depth tourism.

並列關鍵字

destination image ； local brand ； means-end chain ； Penghu Island

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