整合行銷傳播、旅遊意象、知名度、滿意度對忠誠度關係之研究－以古坑華山爲例

A Study of Integrated Marketing Communication, Tourism Image, Brand Awareness, Satisfaction, Loyalty-The case of Gukeng HuaShan Coffee

沈進成(Ching-Cheng Shen) ； 周君妍(Chun-Yen Chou)

《運動與遊憩研究》 1卷1期 (2006/09) Pp. 1-24

https://doi.org/10.29423/JSRR.200609_1(1).0001

摘要

古坑鄉華山地區以登山健行與夜景著名，2003年台灣咖啡節的舉辦，使得華山的「台灣咖啡」一炮而紅；2004年台灣咖啡節的盛況，更造成古坑咖啡「一豆難求」的現象，遊客也更絡繹不絕地湧到華山來一探這「咖啡的原鄉」。本研究以整合行銷傳播的觀點，來探討整合行銷傳播、旅遊意象、知名度、滿意度與忠誠度之影響關係模式。研究結果發現：1．居住地區方面，以雲嘉地區爲多數，顯示華山地區是屬於區域性的休閒場所。2．整合行銷傳播媒介中以公共關係及廣告最能提供給遊客觀光形象的認知。3．整合行銷傳播媒介中以廣告及公共關係最能誘發遊客形成旅遊意願。4．旅遊意象觀察構面以文化產品特色影響最具重要性。5．旅遊意願觀察構面以產品價值吸引力影響較具重要性。6．整合行銷傳播認知對整合行銷傳播旅遊意願形成之直接影響效果很大。7．遊客滿意度會直接顯著正向影響忠誠度。8．整合行銷傳播認知對忠誠度影響效果主要路徑爲「整合行銷傳播認知」透過「知名度」影響「忠誠度」，其次爲「整合行銷傳播認知」透過「整合行銷傳播旅遊意願形成」及「滿意度」影響「忠誠度」。

關鍵字

整合行銷傳播 ； 旅遊意象 ； 知名度 ； 滿意度 ； 忠誠度

並列摘要

Gukeng HuaShan used to be famous for its hiking and night view but it is not widely known for its coffee until the 2003 Taiwan coffee festival. After the 2004 Taiwan coffee festival, the demand for Gukeng HuaShan coffee was so strong even a coffee bean is hard to get. Visitors were flowing into HuaShan to explore the ”origin of Taiwan coffee”. This research is to probe the relationships between Integrated Marketing Communication, Tourism Image, Brand Awareness, Satisfaction and Loyalty from the viewpoint of Integrated Marketing Communication. The research result shows: 1. In the aspect of living area, majority tourist are from Yun Lin and Jia Yi area, which shows that HuaShan belong to regional leisure area. 2. Among those tools of Integrated Marketing Communication, public relations and advertising can provide highly Image recognition to tourists. 3. Furthermore, advertising and public relations have more importance in arousing people's desire in visiting. 4. Tourism Image shows the great influence of distinguishing feature of cultural products. 5. The attraction of the value of products holds a great influence in Tourism Image. 6. The recognition of Integrated Marketing Communication has great and direct influence in Tourism Image of Integrated Marketing Communication. 7. The tourists' satisfaction can affect directly the loyalty. 8. The main communication path in how Integrated Marketing Communication affect the loyalty is the medium variable of Brand Awareness. The secondary in how Integrated Marketing Communication recognition travel path affect the loyalty is the medium variable of Forming of tourism image of Integrated Marketing, Satisfaction.

並列關鍵字

Integrated Marketing Communication ； Tourism Image ； Brand Awareness ； Satisfaction ； Loyalty

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