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研究生:趙仁傑
研究生(外文):Jen-Chieh Chao
論文名稱:彩繪目的地:台灣觀光目的地意象評估與色彩行銷運用
論文名稱(外文):Coloring Destination:Taiwan’s Destination Image Assessment and Color Application for Marketing
指導教授:周淑惠周淑惠引用關係
指導教授(外文):Shu-Hui Chou
學位類別:碩士
校院名稱:靜宜大學
系所名稱:觀光事業學系研究所
學門:民生學門
學類:觀光休閒學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:英文
論文頁數:105
中文關鍵詞:complex imagenegative imagescolor tourcolor associationscross-cultural color perceptions
外文關鍵詞:complex imagenegative imagescolor tourcolor associationscross-cultural color perceptions
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Image studies are widely applied to increase inbound visitors to destinations. The more positive the images, the more likely visitors will repeat their visit. Color is proved to enrich product characteristics for purchase. Limited studies, however, research the effect colors have on tourism. To increase international visitors to Taiwan, the present study used both structured and unstructured methods to investigate visitors’ positive and negative destination images, perceived colors, what colors are associated with Taiwan, and the relationships between color and destination images. There were 350 respondents quota sampled and divided into five categories based on their countries of origin. The results show that participants from various areas differed significantly in their perception of destination images and color choices. For example, Japanese participants mostly associated Taiwan with the color orange. Meanwhile, color and destination images seem to be related, especially on natural tourism. Further implications and applications for marketing Taiwan are discussed.
Image studies are widely applied to increase inbound visitors to destinations. The more positive the images, the more likely visitors will repeat their visit. Color is proved to enrich product characteristics for purchase. Limited studies, however, research the effect colors have on tourism. To increase international visitors to Taiwan, the present study used both structured and unstructured methods to investigate visitors’ positive and negative destination images, perceived colors, what colors are associated with Taiwan, and the relationships between color and destination images. There were 350 respondents quota sampled and divided into five categories based on their countries of origin. The results show that participants from various areas differed significantly in their perception of destination images and color choices. For example, Japanese participants mostly associated Taiwan with the color orange. Meanwhile, color and destination images seem to be related, especially on natural tourism. Further implications and applications for marketing Taiwan are discussed.
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Problem 3
1.3 Research Purpose 5
1.4 Research Scope and Participants 6
1.5 Definition of Terms 7
Chapter 2 Literature Review 8
2.1 Concepts and Definitions of Destination Image 8
2.2 Destination Image Formation Process 12
2.3 Components of Destination Image 16
2.4 Factors Influencing destination Image 20
2.5 Color 22
2.6 Application of Color on Psychology and Marketing 25
2.7 The Relationship between Color and Destination Image 29
Chapter 3 Methodology 31
3.1 Research Scope -Taiwan 31
3.2 Research Framework 32
3.3 Research Instrument 33
3.4 Pilot Study 35
3.5 Data Collection 35
3.6 Treatment of Data 36
Chapter 4 Results 38
4.1 Respondents’ Demographic Profiles 38
4.2 Respondents’ Travel Characteristics 40
4.3 The Functional-Psychological Attributes Scores 42
4.4 Factor Analysis of Destination Images 45
4.5 Comparison of Regional differences 48
4.6 Open-ended Question Analysis of Taiwan’s Images 50
4.7 Three Dimensions of Taiwan’s Images 53
4.8 Color Choices and Color Associations 58
4.9 The Relationships between Colors and Destination Images 70
Chapter 5 Discussion 74
5.1 Conclusions 74
5.2 Discussion and Implications 77
5.3 Recommendations for Further Study 80
References 82
Appendix A English Version Questionnaire 89
Appendix B Japanese Version Questionnaire 94
Appendix C Chinese Version Questionnaire 99
Appendix D Color Swatch Board 104
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