低碳島嶼與遊憩活動聯合品牌策略之研究

A Study of Co-branding between Low-Carbon Island and Recreation Activities

陳怡玲(Yi-Ling Chen)

指導教授 ： 蕭登元

國立高雄餐旅大學/觀光學院/運輸與休閒服務規劃碩士學位學程/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00023

摘要

澎湖縣為臺灣第一個再生能源生活圈之示範低碳島嶼，期打造澎湖成為離島型的低碳城市，推動澎湖為世界級低碳島嶼之標竿。但低碳島嶼之發展亦需與觀光遊憩活動做結合，除人文或自然資源的特色呈現外，需再開創本身針對觀光與遊憩活動的特點。本研究應用聯合品牌概念方法，使用量化問卷調查研究法來進行，探討區域發展下跨國間之低碳島嶼（澎湖與帛琉）與遊憩活動最適配聯合品牌策略，回收有效問卷一共654份，其中帛琉地區之有效問卷有302份，澎湖地區之有效問卷有351份，經分析結果發現，聯合品牌的結合需品牌之間成功的適配，而品牌認知與體驗為遊客進行聯合品牌適配之重要因素，因此，不同低碳島嶼與遊憩活動聯合品牌具有顯著差異，澎湖適配遊憩活動為自然景觀活動；帛琉適配遊憩活動為濱海水域活動，其他遊憩活動，動力船舶水上活動、冒險活動、空中活動、博物館等耗費較多碳排放之遊憩活動較不被選擇與低碳島嶼適配，顯示出低碳島嶼遊憩活動發展應與其低碳形象符合，發展適合低碳島嶼之永續經營行銷策略。

關鍵字

低碳島嶼 ； 遊憩活動 ； 聯合品牌 ； 行銷策略

並列摘要

This study is designed to provide insights in terms of potential tourist reactions to likely low-carbon island and recreation activity co-brands. Using questionnaire survey to investigated potential tourist responses and preferences about likely low-carbon island and recreation activities which implement co-branding in Penghu Island and the Republic of Palau. Analysis of frequencies、descriptives、one-way ANOVA、t-test and a series of chi-square test were adopted to analyze the collected data. While destination branding studies are well documented in the tourism marketing literature, application of co-branding theories to destinations, in particular to low-carbon islands, is relatively new. Our test results show that the familiarity with destination drands is a critical factor in tourist evaluations of destination co-brands. Penghu Island with natural attraction and Palau with coastal activity were reported as tourist’s most favorite matches.Results of this research can help to explain the different tourist characteristics have different thoughts about recreation activity which matches with low-carbon islands. Moreover, this study could be a foundation for creating a competitive branding for low-carbon island destinations. Exploring some of the implications derived from the findings for strategic action and implementation, developing low-carbon islands marketing strategy while highlighting areas for further research are the major contributions of this research. Practical implications and future research suggestions are provided.

並列關鍵字

Low-carbon Island ； Recreation Activities ； Co-branding ； Marketing Strategy

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