品牌個性(brand personality)以往大都作為滿意度、忠誠度等構面的前置變數,對於品牌個性前置變數的探討較少,本研究經由既有相關影響因素之研究及旅遊地之特性加以修正後,歸納出「城市知名度」、「城市代言人形象」、「城市整體意象」、「旅遊產品意象」、「城市識別系統」、「重大活動屬性」及「遊客自我意象」共七個旅遊地品牌個性影響因素之結構,探討對於旅遊地品牌個性之影響效果,以及旅遊地品牌個性對於遊客旅遊意圖之影響。 而品牌個性以Aaker (1997) 之品牌個性尺度(brand personality scale; BPS)為衡量工具,並選取台北市為實證地點,調查具有台北市旅遊經驗共430份有效樣本,經驗證性因素分析(CFA)及結構方程模型分析(SEM)結果顯示,「城市知名度」、「城市代言人形象」、「城市整體意象」、「旅遊產品意象」、「城市識別系統」及「遊客自我意象」,對於旅遊地品牌個性「真誠」、「刺激」與「教養」各個構面具有不同的影響效果,且「真誠」個性對於遊客旅遊意圖具有正向顯著之影響,而又以「城市知名度」及「遊客自我意象」會顯著影響「真誠」個性之構面。因此旅遊地管理者可透過不同的影響因素,分別打造與強化不同的旅遊地品牌個性,在預算有限的情況下,可將資源優先投資在「城市知名度」及「遊客自我意象」之構面上。
Brand personality has been demonstrated to be important antecedents of many after-purchase variables, such as satisfaction, loyalty, and so on. Nevertheless, researches that focus on the antecedents of brand personality are relatively less. Drawing on the previous researches, this study summarized seven variables as the antecedents of destination brand personality (DBP), including “city awareness”, “image of city’s endorser”, “city image”, “city tourism image”, “city identification system”, “mega events” and “tourist self-image”. This study also included “tourist travel intension (TI)” to form an “antecedents-DBP-TI” structural relationship in order for a more clear marketing implication. The instrument for measuring brand personality was the BPS developed by Aaker’s (1997). Taipei city was selected as target for empirical test. This research finally obtained 430 valid samples with travel experience in Taipei City. The main findings through confirmatory factor analysis (CFA) and structural equation modeling (SEM) are as follows: (1) “city awareness”, “image of city’s endorser”, “city image”, “city tourism image”, “city identification system”, and “tourist self-image” have significant influences on destination brand personality dimension of “sincerity”, “excitement”, and “sophistication”; (2) only ”sincerity” has a positive effect on tourist’s travel intention; (3)”city awareness” and ”tourist self-image” have significant effects on the ”sincerity”. Some city tourism marketing implications were provided based on the above findings.