台中市水果種類繁多且特色搶眼,但一直以來缺乏特色行銷及產品定位,因此本研究希望藉由台中市著名特色水果,來探討外國旅客對台中市的目的地意象。本研究提出以下三項研究目的:瞭解國外旅客對台中市水果品牌的知識、探討國外旅客對台中市之意象及瞭解品牌知識對目的地意象之影響。本研究問卷採簡單便利抽樣法並利用描述性統計、單因子變異數分析、迴歸分析進行資料分析。由於品牌知識包含品牌形象與品牌知名度,因而研究結果發現,品牌形象、品牌知名度與品牌知識對目的地意象均有正向顯著影響,旅客會因台中市水果的良好形象而認為台中市擁有土壤肥沃、水源充足等目的地意象。此外,研究發現旅客是否到過台中市對於台中市之品牌知名度有明顯差異,到過台中市旅遊的旅客對於台中市的交通、環境有較深入的瞭解與體驗,因此對於台中市之目的地意象也相較於沒到過台中市旅遊之旅客深刻。
Taichung City owns various and attractive fruits for a long time. But they were lacked suitable marketing and positional strategy to promote in international market. Based on those reasons, this study would like to know the relationship between brand knowledge (brand image and brand awareness) of Taichung City fruits and destination image of Taichung City within foreign travelers. This study was used descriptive statistical analysis, and regression analysis to examine three hypotheses by 1,021 samples from China, HK/Macau, and Malaysia/Singapore. Our results supported three hypotheses that brand awareness, brand image and brand knowledge all positive influences destination image of foreign travelers. Besides, brand awareness was found to differ significantly among respondents with respect to travel experience in Taichung City. Travelers with experience in Taichung City would keep better understanding and background in traffic and environment of Taichung City.