- 學位論文
旅館品牌形象和星級評鑑對購買意願之影響
The Effects of Brand Image and Taiwan’s hotel rating certification on Purchase Intention
摘要
近年來，台灣觀光產業興起，自2003年政府以「觀光客倍增計畫」為目標後，每年推動許多觀光政策，使得來台旅客人數從2004年2,248,117人次，成長至2011年5,567,277人次，成長率在短短六年內高達248%。 1983年台灣實施以「梅花」評鑑飯店等級的做法，根據「觀光旅館等級區分評鑑標準」將四至五朵梅花級的旅館評鑑為「國際觀光旅館」，由交通部觀光局管轄；二至三朵梅花級之旅館則評鑑為「一般觀光旅館」，由省市政府管轄，而一般旅館則不以梅花標示。但僅只舉辦1983、1987年兩次，即停辦梅花評鑑。星級評鑑制度是參酌美國AAA評鑑制度，除客觀公正外，更對提昇台灣旅館產業的品質有極大助益。旅館星級評鑑制度在國外行之有年，該制度讓旅人在住宿選擇時，能有透明、確實的參考依據。 本研究希望以旅館業者為研究對象，以SPSS統計軟體進行敘述性統計、單因子變異分析等，針對顧客對旅館業者的品牌形象與其購買意願進行研究，希望能藉此研究瞭解旅館業者積極擴展品牌形象的努力是否真的會使消費者增加到旅館業的意願，作更進一步瞭解與討論。 研究結論為：品牌形象與購買意願各層面為大部份為顯著正相關；旅館星級評鑑與購買意願各層面為大部份為顯著正相關；不同背景變項的受訪者對品牌形象、旅館星級評鑑、對購買意願之影響部份層面有顯著的差異。
並列摘要
In recent years, the rise of the tourism industry in Taiwan, the number of tourists came to Taiwan from 2,248,117 passengers in 2004 to 5,567,277 people in 2011. The Government "Doubling Tourist Arrivals Plan" as the goal, to promote tourism policy, growth rate up to 248% in six years The implementation of the "Plum Blossom" is rated hotel class practice in accordance with the evaluation criteria of the "tourist hotel class distinction" four to five the plum-class hotel is rated "international tourist hotel" in 1983. Under the jurisdiction of the Tourism Bureau of the Ministry of Transportation and Communications are three plum-class hotel is rated "general tourist hotel" Under the jurisdiction of the provincial and municipal governments, and the general hotel are not marked to plum. But only been held twice in 1983. Star evaluation system is taken into account in the U.S. AAA evaluation system, in addition to objective and fair, but also improve the quality of the hotel industry in Taiwan has proved to be very useful. The hotel star evaluation system in a foreign country for several years, the system allows the traveler accommodation options, transparent, indeed reference Therefore, this study used descriptive statistics, one way ANOVA analysis for the customer hotelier brand image with their purchase intention. We hope to understand the hotelier positive efforts to extend the brand image. The conclusions are as follows: brand image and purchase intention have positive significant correlations. The star rating certification and purchase intention have positive significant correlations. There are different background variables of the consumers on the brand image, Hotel Stars evaluation and purchase intentions with a partly significant differences.