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  • 學位論文

不同型態旅館業採體驗行銷對品牌價值之影響-以台北市地區為研究範圍

Analyzing the Influence of Experiential Marketing to Brand Value from Different Hotel Types

指導教授 : 陳筱琪

摘要


近年觀光風氣盛行,旅館業競爭激烈,不同型態的旅館均展現其競爭優勢,不少業者採用體驗行銷來吸引旅客,期望讓旅客從獨特的體驗經驗中,與旅館品牌產生連結印象,本研究期望能夠深入探討,在不同的旅館型態下,旅客在旅館體驗行銷對品牌價值之關聯性,給予旅館業者或未來潛在業者有不同的經營策略參考。 本研究將研究範圍設定於台北市地區,鎖定具有實施體驗行銷之目標旅館,分類為都市旅館型態及休閒旅館型態,並採用隨機抽樣法,針對其住宿旅客進行問卷調查,回收有效問卷為616份,隨後運用信度分析、相關分析及迴歸分析等方式進行資料處理。 根據研究結果顯示,旅客在體驗行銷對於品牌價值之關係為顯著影響,唯有旅客在旅館提供的體驗活動過程中,引發顧客思考的部分,對品牌關聯沒有顯著的影響,其原因可能為旅客在旅館體驗中,較享受當下的體驗感,進而思考層面沒有立即展現,因此品牌聯想需給予旅客時間進行反思及琢磨。此外,在不同型態的旅館下,會部分干擾體驗行銷對品牌價值之影響,細部旅館型態分群探討,只有休閒旅館型態下,體驗行銷之「感覺」會影響旅館整體品牌價值;只有都市旅館型態下,體驗行銷之「行動」及「關聯」會影響旅館整體品牌價值,由以上論述推論,旅客確實會因為旅館型態所給予不同的體驗經驗而對品牌價值有不同的評估,本研究透過在不同型態旅館下,找出旅客因體驗行銷對品牌價值之影響,期望研究結果可以提供旅館業者或未來潛在業者進行參考並擬定經營策略。

並列摘要


Tourism industry is getting popular recently. It’s important to attract customers among different hotels. There are variety ways of experiential marketing to attract customers from different hotel types. This study attempts to find out the relationship between experiential marketing and brand value from different hotel types and offer some reference to make business strategies for hotel operators. This study targets the hotels which use experiential marketing in Taipei and classifies the hotels into city hotel and resort hotel. There are 616 effective questionnaires and are analyzed with statistic methods including reliability analysis, analysis of correlation and multiple linear regression analysis. According to the results, it is a significant influence between experiential marketing and brand value. Except that the relationship between thinking and brand association because the customers might enjoy the experience at that time and ignore thinking immediately. However, the customers need to have time to consider brand association. Otherwise, it will influence the part of relationship between experiential marketing and brand value from different hotel types. The detail research shows only “feel” influences “brand value” in resort hotel. In addition, only “act” and “relate” influence “brand value” in city hotel. As a result, assume that the customers evaluate brand value in several ways because of diversity experience from difference hotel types. This study indicates the factors in the relationship between experiential marketing and brand value from different hotel types and provide some reference to make business strategies for hotel operators.

參考文獻


1. 李欽明(2010),旅館客房管理實務,台北:揚智文化事業股份有限公司。
2. 吳勉勤(2000),旅館管理-理論與實務,台北:揚智文化事業股份有限公司。
4. 詹益政(2002),旅館管理實務,台北:揚智文化事業股份有限公司。
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2. Brakus et al., 2009, Brakus, J.J., Schmitt, B., ve Zarantonelli, L., (2009). Brand Experience: What Is It?How Is It Measured?Does It Affect Loyalty?. Journal of Marketing, 73, 52-68.

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