旅遊地品牌權益模型之研究

Brand Equity Model of Tourism Destination

林宛霖(Wan-Lin Lia)

指導教授 ： 曾喜鵬 ； 林銘昌

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2012年)

摘要

面對競爭激烈的旅遊市場，已有越來越多的旅遊地管理者開始將應用於一般商品之品牌理論導入旅遊地行銷策略中，亦即利用明確的品牌定位與基本元素(如符號、口號)之建構，並透過一系列的行銷活動以創造旅遊地之品牌價值。國外亦開始有研究者探討旅遊地品牌權益之相關議題，但尚未有一致之研究結果；在國內研究方面，尚未見以旅遊地為對象之品牌權益探討。鑑於國外研究未臻完備，加上國內亦尚未對此議題進行關注之背景下，需要有更多的基礎研究來做為未來台灣各旅遊地品牌化發展之依據。本研究旨在了解影響旅遊地之品牌權益因素為何，進而探討旅遊品牌權益影響因素之路徑因果關係。
本研究依據文獻建構一個以遊客認知為基礎之旅遊地品牌權益模型，並以高雄市為實證對象，分別利用網路與現場調查兩種方式取得470份有效樣本。以驗證性因素分析 (CFA) 之研究結果顯示，高雄市之旅遊品牌權益包含「品牌知名度」、「情感意象」、「認知意象」與「品牌忠誠度」四構面；以結構方程模型(SEM)驗證其構面間之路徑關係為「品牌知名度」會透過「情感意象」與「認知意象」影響「品牌忠誠度」。本研究最後並提出若干旅遊地品牌化發展之建議。

關鍵字

旅遊地品牌 ； 品牌權益 ； 高雄市

並列摘要

Facing with the competitive tourism market, there are more and more destination marketers start to apply brand theory to tourism destination marketing. More specifically, they create the destination brand equity by using a series of marketing activities based on a clear and unique brand positioning, and the construction of brand elements (such as symbols, slogans). Researchers also begun paying their attention to the exploration of destination brand equity model, nevertheless, there is still no consistent results found. As to Taiwan, brand equity model has been applied to many tourism industries, but few of them have focused on the destination. Under this circumstance, more fundamental researches are still need for the further understanding of destination brand equity, in order to be the basis for destination branding practice. The purposes of this study is to realize the factors which affect the destination brand equity, and further more to investigate the structural relationship among the destination brand equity dimensions.
The study constructed a tourist-based destination brand equity model based on the previous researches, and selected Kaohsiung City as target for empirical test. This study finally obtained 470 valid samples by on-line and on-site survey. The structure of the tourist-based brand equity after two-stage confirmatory factor analysis (CFA) indicated that the brand equity of Kaohsiung City are composed of ”brand awareness”, ”affective image”, ”cognitive image”, and ”brand loyalty”. As to the structural relationship among the four brand equity dimensions, the results tested by Structural equation modeling (SEM) indicated that ”brand awareness” has direct positive impact on ”affective image”, ”cognitive image”, and “brand loyalty”; both the “affection image” and “cognitive image” has direct positive impact on “brand loyalty” respectively; the “cognitive image” has direct positive impact on “affective image”. Some tourism marketing implications for Kaohsiung City are also provided based on the results.

並列關鍵字

Destination brand ； Brand equity ； Kaohsiung city

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