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研究生:吳盈瑩
研究生(外文):Wu,YingYing
論文名稱:民宿對旅遊地影響之關係模式建構
論文名稱(外文):A Structural Model for Exploring the Influence of Bed and Breakfast Accommodation Sector on a Destination Development
指導教授:曾喜鵬曾喜鵬引用關係龎鳳嫺
指導教授(外文):Hsi-Peng TsengSharon F.H. Pang
口試委員:張曼玲黃玉琴
口試委員(外文):Manling ChangYuchin Huang
口試日期:2012-07-16
學位類別:碩士
校院名稱:亞洲大學
系所名稱:休閒與遊憩管理學系碩士班
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:2012
畢業學年度:100
語文別:中文
論文頁數:95
中文關鍵詞:民宿旅遊地民宿特定意象地方依附品牌個性遊客忠誠度
外文關鍵詞:Bed and Breakfast DestinationBed and Breakfast particular imagePlace AttachmentBrand PersonalityTourist loyalty
相關次數:
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  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:1
台灣民宿產業快速發展,國人國內旅遊居住民宿的比例有逐年提升的趨勢,儘管民宿兼具接待服務與吸引力,但住房率仍然偏低,顯示出台灣民宿缺乏一套有效的規畫與整體性行銷。本研究提出以「民宿旅遊地」與「品牌」概念為基礎核心的民宿行銷模式,建構一個包含民宿特定意象、旅遊地意象、地方依附、品牌個性及遊客忠誠度五個變數在內的基礎模型,瞭解民宿對旅遊地的影響關係,並運用結構方程模型驗證模型的正確性。主要研究發現如下:1.民宿在旅遊地中扮演了旅遊吸引力的效果。2.民宿特定意象除了對旅遊地意象產生影響外,亦對遊客忠誠度產生正向影響。3.旅遊地意象除了會影響遊客對旅遊地之地方依附及品牌個性外,亦會經由地方依附及品牌個性中介效果間接影響遊客忠誠度。綜合而言,本研究所建構之以民宿旅遊地為核心的民宿行銷模式獲得驗證,亦有不錯之結果,可做為未來民宿品牌化經營之參考。
In Taiwan, the B&B (bed and breakfast) industry has been developing rapidly, and the percentage of nationals staying in a B&B in a domestic trip has been increasing year by year. Although B&Bs feature their services and attraction, the occupancy rates are still rather low, revealing the fact that an efficient and complete plan for B&Bs in Taiwan is needed. This study proposed a B&B marketing model with the concepts of “B&B destination” and “brand” as the core, building a fundamental model consisting of 5 variables, including B&B particular image, destination image, place attachment, brand personality, and tourist loyalty, in order to understand the influences of B&Bs on destinations. And SEM was applied to verify the model. The main research findings are summarized as below: (1) B&Bs played the role of releasing attraction in destinations; (2) B&B particular images positively influenced not only destination images, but also tourist loyalty; and (3) destination images not only influenced tourists’ place attachment for destinations and brand personality, but also indirectly influenced tourist loyalty through the intermediating effects of place attachment and brand personality. In sum, the B&B marketing model with the B&B destinations being the core built by this study was verified. And the performance was satisfying. It can be used as a reference for future B&B branding management.
第一章 緒論……………………………………………………………01
第一節 研究動機…………………………………………………01
第二節 研究目的…………………………………………………03
第三節 研究流程…………………………………………………04
第二章 文獻探討………………………………………………………05
第一節 民宿與旅遊地……………………………………………05
第二節 地方依附…………………………………………………10
第三節 品牌個性…………………………………………………21
第四節 遊客忠誠度………………………………………………34
第五節 小結………………………………………………………39
第三章 研究設計………………………………………………………41
第一節 研究架構與假設建立……………………………………41
第二節 變項衡量工具之建立……………………………………45
第三節 抽樣設計…………………………………………………49
第四節 資料分析方法……………………………………………50
第四章 結果分析………………………………………………………52
第一節 樣本特性…………………………………………………52
第二節 各變數之基本統計量……………………………………54
第三節 模型之發展………………………………………………58
第四節 結構關係模式……………………………………………61
第五節 結果討論…………………………………………………65
第五章 結論與建議……………………………………………………66
第一節 研究結果…………………………………………………66
第二節 結果意涵…………………………………………………67
第三節 後續研究建議……………………………………………68
參考文獻………………………………………………………………..69
附錄一 問卷格式……………………………………………………. ..82

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