意象建立旅遊地品牌權益之研究-以雙方觀點之論述

The Impact of Destination Image on Brand Equity: Two Sides Perspective

張欣銀(Hsin-Yin Chang)

指導教授 ： 李冠穎 ； 李素箱

朝陽科技大學/管理學院/休閒事業管理系/碩士(2015年)

摘要

摘要
本研究旨在探討旅遊地品牌權益，並藉此了解業者和遊客雙方觀點之差異，以關子嶺風景區業者及遊客為研究對象。採問券調查法及業者訪談為資料收集之工具。共發放業者250份問卷，有效回收問卷222份，有效回收率達93%；遊客共發出450份，有效回收問卷342份，有效回收率達81%。所得資料以描述性統計、信度分析、效度分析及迴歸分析後，結果發現：旅遊地意象和旅遊地品牌權益在業者觀點，基礎設施對品牌知名度、知覺品質、品牌聯想呈現正向關係；社會環境對品牌知名度、品牌價值、知覺品質、品牌聯想呈現正向關係；在遊客觀點，基礎設施與社會環境對品牌價值、知覺品質、品牌聯想呈現正向關係；自然和文化資源對品牌知名度呈現正向關係；整體氣氛對品牌知名度、品牌價值、知覺品質、品牌聯想呈現正向關係。另外，發現在業者觀點，品牌知名度、品牌價值、知覺品質對品牌忠誠度呈現正向關係；在遊客觀點，品牌知名度、品牌價值、知覺品質、品牌聯想對品牌忠誠度亦呈現正向關係，由以上所述知道業者和遊客雙方觀點的差異性並根據研究結果提出具體建議，以供關子嶺風景區業者品牌經營之參考。

【關鍵詞】品牌知名度、品牌價值、知覺品質、品牌聯想、品牌忠誠度

關鍵字

品牌忠誠度 ； 品牌聯想 ； 知覺品質 ； 品牌價值 ； 品牌知名度

並列摘要

ABSTRACT
This study aimed to explore the tourism brand equity and to understand the differences between the views of both commercialists and tourists with Guanziling scenic spot commercialist and tourists as the study subjects. The data were collected by questionnaires investigation and commercialist interviews. A total of 250 questionnaires were issued to commercialists, and 222 valid questionnaires were recovered, with the effective recovery rate being 93%; a total of 450 questionnaires were issued to tourists, and 342 valid questionnaires were recovered, with the effective recovery rate being 81%. The results were found as follows after the obtained data were analyzed with descriptive statistics, reliability analysis, validity analysis and regression analysis. In terms of tourism image and tourist brand equity, commercialists deemed that the infrastructure showed a positive relation with brand awareness, perceived quality and brand association; social environment showed a positive relation with brand awareness, brand value, perceived quality and brand association; tourists thought that the infrastructure and social environment showed a positive relation with brand value, perceived quality and brand association; natural and cultural resources showed a positive relation with brand awareness; the whole atmosphere presented a positive relation with brand awareness, brand value, perceived quality and brand association. In addition, in the viewpoint of commercialists, brand awareness, brand value, brand loyalty and perceived quality presented a positive relationship; in the viewpoint of tourists, brand awareness, brand value, perceived quality and brand association also showed a positive relation with brand loyalty. Therefore, the differences between commercialists and tourists’ views were known from the above, and specific recommendations were proposed based on findings as reference for the brand management of Guanziling scenic spot commercialist.

Key words: brand awareness, brand value, perceived quality, brand association, brand loyalty

並列關鍵字

brand association ； perceived quality ； brand value ； brand awareness ； brand loyalty

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