整合行銷傳播與運動觀光對品牌形象影響之研究－以2007八卦山脈單車逍遙遊為例

The Effect of Integrated Marketing Communication and Sport Tourism on Brand Image-Taking 2007 Baguashan Scenic Area Biking Event as an Example

李城忠(Cheng-Jong Lee)

《休閒暨觀光產業研究》 4卷1期 (2009/04) Pp. 101-115

https://doi.org/10.6158/JLTIR.200904_4(1).0008

摘要

本研究結合整合行銷傳播與運動觀光二個變項，探討其對行銷績效與品牌形象之影響。在以往有關行銷之文獻，大多針對整合行銷傳播或運動觀光單一變項為主題，探討其行銷績效，本文主要的貢獻是建構一個結合此二變項的行銷模型，以提供相關企業，做為發展行銷策略之參考。本研究以參與2007年八卦山脈單車逍遙遊活動之遊客為對象。研究結果有幾點發現：1.整合行銷傳播技術對行銷績效具有顯著正向影響；2.整合行銷傳播技術對運動觀光活動具有顯著正向影響；3.運動觀光活動對行銷績效具有顯著正向影響；4.行銷績效對企業品牌形象具顯著正向影響；5.運動觀光活動對企業品牌形象具顯著正向影響。

關鍵字

整合行銷傳播 ； 運動觀光 ； 品牌形象

並列摘要

This study attempts to integrate the constructs of integrated marketing communication (IMC) and sport tourism to explore their influence on marketing results and brand image. Most previous literatures addressed marketing results through the single construct of either IMC or sport tourism. The contribution of this study is to establish a marketing model that consolidates these two constructs so as to provide a reference for enterprises in developing relevant marketing strategies. Samples of this research were taken from tourists of 2007 Baguashan Scenic Area Biking Event in Taiwan. According to the research results, several findings and recommendation are suggested as follows: 1) IMC techniques significantly and positive influence marketing results; 2) IMC techniques significantly and positive influence sport tourism; 3) Sport tourism significantly and positively influences marketing results; 4) Marketing results significantly and positively influences enterprises' brand image; 5) Sport tourism significantly and positively influences enterprises' brand image.

並列關鍵字

integrated marketing communication ； sport tourism ； brand image

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