依目前台灣民宿產業發展狀況,儼然有呈現出區域競爭的狀況,但在行銷策略擬定上卻因同質性過高無法與競爭對手形成差異化,導致行銷成效不彰並降低產業整體競爭力。依據相關研究指出意象對遊客選擇旅遊地時為重要的影響因素,而行銷理論中品牌亦被證實對消費者的忠誠度有正面的影響。同時Hosany等人(2006)指出旅遊地意象與旅遊地品牌個性具有相互關係,為品牌理論跨領域運用提供有力證據,准此本研究則將其研究成果延伸做更全面及深入的探討。 有鑑於產業發展情形,以及相關研究相對缺乏,本研究以行銷角度探討意象、品牌個性與再宿意願間之影響關係,並以區域民宿為實證調查對象,分別針對九份、花蓮、清境及墾丁四個地區各發放180份問卷,共計問卷數720。並隨機抽取300份問卷以結構方程模式(structural equation modeling;SEM)進行研究假設驗證,藉以瞭解變數間的影響關係。 研究結果顯示,「民宿產品意象」顯著正向影響「民宿產品品牌個性」;「民宿產品品牌個性」顯著正向影響「再宿意願」;「民宿產品意象」藉由「民宿產品品牌個性」中介影響「再宿意願」。管理意涵而言,民宿產業在行銷策略擬定上應以區域民宿為基礎,合作打造屬於該地特色之品牌以達到產品差異化,並藉由其差異化建立遊客之忠誠度以維持產品競爭優勢。如此不但可以提昇產業整體競爭優勢,更可藉由所建立之忠誠度降低行銷成本,讓所花費之行銷成本發揮最大綜效。
According to the development of Taiwan’s B&B industry, due to the lack of differentiation among characters and services of B&B industry, high homogeneity cause inefficient marketing strategies on promoting and therefore further decreasing the competitiveness of the whole industry. Prior researches show that the image is an important factor on choosing the tourist site for visitors, the brand has positive influence on consumer loyalty had been proven in marketing theory. Hosany et al. (2006)fellow researchers argued that destination image and destination brand personality have highly correlation. This offered a robust evidence on brand theory across various fields. This research extended the previous fruitful results in further investigation and overall discussion. This research aims at investigating the relationship of image, brand personality and willingness to return from the marketing position. With the regional B&B as research object, this research collected totally 720 questionnaires from four regions of Chiufen, Hualien, Chinjin and Kenting. Three hundred questionnaires were randomly selected and analyzed by structural equation modeling (SEM) to test hypotheses in order to observe the relationships among these variables. The results indicated that B&B image positively affect B&B brand pesonality, and B&B brand pesonality positively affect willingness to return, and B&B image mediate willingness to return via the B&B brand personality. The managerial implication for B&B industry is the marketing strategy should be based on regional B&B features in order to reach the products difference, and set up visitor's loyalty to maintain the competition by differentiation on products. This will not only increase industry's competence, but also decrease the cost induced by establishing consumer loyalty, which could maximize the cost-efficient on marketing cost.