休閒農場旅遊意象、品牌個性與旅遊意願之關係：自我形象一致性之中介效果

本研究旨在探討旅遊目的地意象、品牌與旅遊意願之關係。藉由消費者對目的地之旅遊意象與品牌個性等認知，探討上述變數對消費者之自我形象一致性的影響，進而分析3項變數與消費者旅遊意願之關係。本研究擇選苗栗縣飛牛牧場為例，在2010台北國際旅展會場內，調查聽過該農場但未曾去過之277位潛在消費者。分析結果發現：消費者對旅遊意象、品牌個性、自我形象一致性等知覺，均會顯著正向影響其旅遊意願；再者，旅遊意象與品牌個性，不僅會直接影響旅遊意願，同時也透過消費者「自我形象一致性」的中介效果進而影響其旅遊意願。最後依據研究結果提出休閒農場行銷管理意涵與建議。

關鍵字

旅遊意象；品牌個性；自我形象一致性；旅遊意願

並列摘要

This paper examines the factors involved in the destination image, brand and travelers' intention. The study explores the relationships among tourism image, brand personality, self-congruity, and travel intention. The study conducts data collection at 2010 Taipei International Travel Fair, select participants who have heard but never visit Flying Cow Ranch and 277 useable responses are obtained. The results revealed that tourism image, brand personality and self-congruity are positively associated with travelers' intention. Moreover, tourism image and brand personality directly and indirectly (via the mediating effect of self-congruity) affects travelers' intention. Self-congruity is also an important mediator. Finally, marketing managerial implications and suggestions for future researches are also discussed.

並列關鍵字

Tourism image ； Brand personality ； Self-congruity ； Travel intention

參考文獻

行政院農委會(2011)。推動農村休閒旅遊，下載日期：2011/9/28，取自：http://www.coa.gov.tw/view.php?catid=23412 Council of Agriculture, Executive Yuan. (2011). Promoting agricultural leisure travel, Retrieved September 28, 2011, from http://www.coa.gov.tw/view.php?catid=23412