旅行業核心資源對品牌權益影響關係之研究

A Study on the Impact of Travel Agency Core Resources on Brand Equity

柯智富(Chih-Fu Ko)

指導教授 ： 沈進成

國立高雄餐旅大學/餐旅學院/旅遊管理研究所在職專班/碩士(2009年)

https://doi.org/10.6825/NKUHT.2009.00043

摘要

近年來，國人出國人數逐漸趨緩，但旅行社家數卻逐年增加，旅遊市場競爭日益激烈，使得各大旅行業更加重視品牌的行銷。於旅行業核心資源方面分為資產與能力，而品牌權益則分為品牌忠誠度、品牌知名度、知覺品質、品牌聯想、品牌專屬資產等。採用問卷調查來收集資料，研究結果顯示，旅行業核心資源對品牌專屬資產、以及品牌專屬資產對知覺品質、品牌專屬資產對品牌聯想、知覺品質對品牌忠誠度及知名度，有達顯著水準顯示有正向的影響。另外，旅行業核心資源對知覺品質、品牌聯想對品牌忠誠度及知名度，則有正向影響，但未達顯著標準。

關鍵字

旅行業 ； 核心資源 ； 品牌權益

並列摘要

In recent years, the number of citizens who travel abroad has continued to decrease while that of travel agencies has increased year by year. The highly competitive field of tourism urges major travel agencies to put much greater emphasis on brand marketing.The core resources of a travel agency include assets and capability. Brand equity is correlated to brand loyalty, brand awareness, perceived quality, brand association and brand-specific assets.
The results from a survey conducted through questionnaires show that there is a significant correlation of positive impact between core resources and brand-specific assets, brand-specific assets and perceived quality, brand-specific assets and brand association, as well as between perceived quality and brand loyalty and awareness. Besides, there is a positive impact, though not up to significant level, of core resources on perceived quality, and of brand association on brand loyalty and awareness.

並列關鍵字

Travel agency ； Core resources ； Brand equity

參考文獻

曹勝雄、張德儀（1995）。消費者對旅行社選擇偏好之研究。觀光研究學報，1（3），53-75。

許士軍（1995）。管理學。台北：東華書局。

黃俊英、陳世穎（2003）。市場基礎資產之角色：資源基礎理論觀點。運籌研究集刊， 3，43-60。

李盈瑩（2001）。複合品牌策略、核心資源、商圈生態類型對品牌權益影響之研究。未出版碩士論文，中原大學，桃園。

Aaker, D. A. (1984). Developing Business Strategies. New York: McGraw-Hill.