臺灣博碩士論文加值系統

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

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

目錄
摘要 .......................................................... I
英文摘要 ABSTRACT ............................................. II
誌謝 ........................................................ III
目錄 .......................................................... V
表目錄 ...................................................... VII
圖目錄 ....................................................... IX
第壹章 緒論 ................................................... 1
第一節 研究背景與動機 ...................................... 1
第二節 研究目的 ............................................ 6
第三節 研究對象 ............................................ 7
第四節 名詞解釋 ............................................ 7
第貳章 文獻探討 ............................................... 9
第一節 旅遊地意象與相關研究 ................................ 9
第二節 旅遊地品牌化與相關研究 ............................. 16
第三節 旅遊地品牌權益與相關研究 ........................... 24
第四節 旅遊地意象與旅遊地品牌相關研究 ..................... 32
第五節 假設推演 ........................................... 33
第參章 研究方法與步驟 ........................................ 38
第一節 研究流程 ........................................... 38
第二節 研究架構 ........................................... 39
第三節 問卷設計 ........................................... 40
第四節 研究範圍與對象 ..................................... 42
第五節 問卷發放方式 ....................................... 43
第六節 資料分析 ........................................... 43
第肆章 研究結果與分析 ........................................ 45
第一節 樣本分析 ........................................... 45
第二節 信度分析 ........................................... 50
第三節 效度分析 ........................................... 53
第四節 複迴歸分析 ......................................... 61
第五節 研究假說檢定之彙總 ................................. 72
第六節 質化分析的過程與成果 ............................... 74
第伍章 結論與建議 ............................................ 75
第一節 研究結論 ........................................... 75
第二節 研究建議 ........................................... 79
第三節 研究限制 ........................................... 89
參考文獻 ..................................................... 90
附錄 ........................................................ 114
表目錄
表 1-1-1 103、102和101年台南市關子嶺溫泉區遊客人數統計比較表.... 2
表 2-1-1 國外學者旅遊地意象(tourism image)之定義............... 12
表 2-1-2 旅遊地意象構面彙整表 ................................. 15
表 2-2-1 有無品牌之優缺點 ..................................... 17
表 2-2-2 國家、旅遊地區品牌經營案例............................ 23
表 2-3-1 旅遊地品牌權益構面彙整表.............................. 27
表 3-3-1 旅遊地意象構面問項 ................................... 40
表 3-3-2 品牌權益構面問項 ..................................... 41
表 4-1-1 業者基本資料分析表 ................................... 47
表 4-1-2 遊客基本資料分析表 ................................... 49
表 4-2-1 Cronbach α 係數取捨之標準 ............................ 50
表 4-2-2 本研究信度係數表 ..................................... 51
表 4-3-1 業者旅遊地意象定義與衡量問項.......................... 54
表 4-3-2 業者品牌權益定義與衡量問項............................ 56
表 4-3-3 遊客旅遊地意象定義與衡量問項.......................... 58
表 4-3-4 遊客品牌權益定義與衡量問項............................ 60
表 4-4-1 業者旅遊地意象與品牌知名度之複迴歸分析................ 62
表 4-4-2 業者旅遊地意象與品牌價值之複迴歸分析.................. 63
表 4-4-3 業者旅遊地意象與知覺品質之複迴歸分析.................. 64
表 4-4-4 業者旅遊地意象與品牌聯想之複迴歸分析.................. 65
表 4-4-5 業者品牌權益與品牌忠誠度之複迴歸分析.................. 66
表 4-4-6 遊客旅遊地意象與品牌知名度之複迴歸分析................ 67
表 4-4-7 遊客旅遊地意象與品牌價值之複迴歸分析.................. 68
表 4-4-8 遊客旅遊地意象與知覺品質之複迴歸分析.................. 69
表 4-4-9 遊客旅遊地意象與品牌聯想之複迴歸分析.................. 70
表 4-4-10 遊客品牌權益與品牌忠誠度之複迴歸分析................. 71
表 4-5-1 業者研究假說結果 ..................................... 72
表 4-5-2 遊客研究假說結果 ..................................... 73
圖目錄
圖 3-1-1 研究流程圖 ............................................ 38
圖 3-2-1 研究架構圖 ............................................ 39
圖 3-4-1 關子嶺風景區範圍參考圖 ................................ 42
圖 5-1-1 業者研究假說結果驗證圖 ................................ 78
圖 5-1-2 遊客研究假說結果驗證圖 ................................ 79

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