較佳的品牌權益可提升遊客的重遊意願-以蒙古為例?

Does Better Brand Equity Enhance Tourists' Revisit Intention-The Case of Mongolia?

左佳雅(Zolzaya Erdenechimeg)

指導教授 ： 鍾惠雯 ； 顏財發

國立屏東科技大學/國際學院/熱帶農業暨國際合作系/碩士(2014年)

https://doi.org/10.6346/NPUST.2014.00159

摘要

摘要

論文摘要內容:

蒙古是傳奇人物成吉思汗的故鄉。境內擁有廣大的草原、高低不平的小山與丘陵、蔚藍的天空、清澈的湖面與戈壁大沙漠。近年來自然資源吸引許多遊客到訪，探討重遊意願的概念持續發酵，並被廣泛的應用到休閒旅遊業上。許多研究指出重遊意願是對增加旅遊收益最有效的手段。因此本研究目標是要釐清蒙古國際遊客的重遊意願並探討重遊意願與品牌權益的關係。利用問卷調查與結構方程式分析蒙古國際旅客的認知品質、品牌知覺、品牌印象與品牌忠誠度對重遊意願的影響。研究結果顯示品牌知覺會對認知品質、品牌印象產生正向顯著的影響、認知品質會對品牌忠誠度產生正向影響。品牌忠誠度與品牌印象對重遊意願有正向顯著的影響。根據結果，蒙古旅遊產業要提供更多資訊在國際的旅遊市場上以提高蒙古旅遊產業的競爭力。
關鍵字:品牌權益、蒙古、重遊意願、認知品質、品牌知覺、品牌印象、
品牌忠誠度

關鍵字

品牌權益 ； 蒙古 ； 重遊意願 ； 認知品質 ； 品牌知覺 ； 品牌印象

並列摘要

Abstract

The Contents of Abstract in This Thesis:

Mongolia is the motherland of the legendary ChinggisKhaan. It is a place surrounded by steppes, rugged hills, blue skies, crystalline lakes, and the vast Gobi desert. These natural resources have attracted many tourists in the past decade. There has been a growing interest among researchers in the concept of the revisit intention model that is widely applied in tourism industry today. A large number of studies in tourism focus on revisit intention because it has been regarded to be the most direct factor for destination’s tourist receipts. In addition, it is considered to be cost effective for advertisement money, and a good means of generating revenue. Therefore, this study aims to identify the antecedents of revisit intention and the relationship between revisit intention and brand equity. Brand equity is proposed to be evaluated jointly by perceived quality, brand awareness, brand image, and brand loyalty. Data is collected by questionnaire survey. Pre-test is conducted to confirm the reliability and validity of the data. Structure Equation Modeling is adopted to verify the hypotheses. Based on findings, brand awareness exerted a significant positive effect on perceived quality and brand image. Similarly, perceived quality also had a positive effect on brand loyalty. Finally, brand loyalty had the greatest positive effect on revisit intention, followed by brand image. The results of this study may contribute considerably to the Mongolian tourism industry, by providing information that could enhance Mongolia’s competitiveness in the international tourism markets through the understanding the factors which influence revisit intention.
Keywords: brand equity, Mongolia, revisit intention, perceived quality, brand awareness, brand image, brand loyalty

並列關鍵字

brand equity ； Mongolia ； revisit intention ； perceived quality ； brand awareness ； brand image

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