臺灣博碩士論文加值系統

二十一世紀文化創意產業已經成為推動國家經濟成長產業之一，也是國家競爭力的展現。然而內外部龐大觀光需求刺激下，創意生活產業在競爭激烈的情況下，也面臨經營管理與行銷的課題。如何在眾多的文創產業中脫穎而出，以及降低目的地可替代性已成為最主要之議題。本研究根據Konecnik and Gartner (2007)目的地品牌權益之研究架構為主，以台南「十鼓文化村」為目的地，探討目的地品牌權益的組成與組成變項間的關聯性，並採遊客觀點作為目的地品牌權益量表設計之基礎。研究採問卷調查方式蒐集資料，以到訪「十鼓文化村」的遊客為對象，共計發放347 份有效問卷，所得資料運用SPSS 18.0 以及 AMOS 18.0 進行分析和假設驗證。結果顯示，目的地品牌權益模式有良好配適度，亦即在創意生活產業之目的地品牌權益的衡量上，可由知名度、意象、知覺品質和忠誠度四構面所組成；並發現知名度對意象具有顯著影響、意象對知覺品質和忠誠度具有顯著影響、知覺品質對忠誠度具有顯著影響。

In the 21st century, Cultural and Creative Industry has become one of the fast growing industries to promote the national economy and it demonstrates a nation’s competitiveness. However, given the huge internal/external tourist demand and competitive situations, Creative Life Industry also faces the problem of business management and marketing. How to stand out from the many companies and reduce the destination substitutability have become the most important issues. This research adopted the framework of destination brand equity by Konecnik and Gartner (2007), and explored the components of destination brand equity and the correlations between these components. The perspective of customer-based destination brand equity was adopted in the design of questionnaires. Tainan Ten Drum Culture Village was chosen as the destination and data were collected from visitors to this village. A total of 347 valid responses were retained and analyzed using SPSS 18.0 and AMOS 18.0 for hypotheses testing. Research results showed that the model of destination brand equity has a good model fit, indicating the four components of awareness, image, perceived quality and loyalty were appropriate in measuring visitors’ destination brand equity towards Creative Life Industry. Furthermore, the significant influences of awareness on image, image on perceived quality and loyalty, and perceived quality on loyalty were verified.

摘要 iv
誌謝 vi
目次 vii
表目錄 xi
圖目錄 xiii
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
1.3 研究問題 6
1.4 名詞解釋 6
1.5 研究流程 7
第二章 文獻回顧 9
2.1 創意生活產業之發展 9
2.1.1 文化創意產業定義與範疇 11
2.1.2 創意生活產業的發展現況 15
2.1.3 創意生活產業之相關研究 17
2.2 品牌權益 19
2.2.1 品牌定義與意涵 19
2.2.2 品牌權益的定義與意涵 20
2.3 目的地品牌權益 32
2.3.1 目的地品牌之探討 32
2.3.2 目的地品牌權益的衡量 36
2.4 目的地品牌相關研究 45
2.5 變數間關係之探討 47
2.5.1 知名度對意象之影響 47
2.5.2 意象對知覺品質之影響 47
2.5.3 知覺品質對忠誠度之影響 48
2.5.4 意象對忠誠度之影響 48
第三章 研究方法 50
3.1 研究架構 50
3.2 研究假設 51
3.3 操作行定義 51
3.3.1 知名度 51
3.3.2 意象 53
3.3.3 知覺品質 55
3.3.3 忠誠度 56
3.4 訪談大綱與問卷設計 57
3.4.1 訪談大綱設計 58
3.4.2 問卷設計 60
3.5 抽樣方法 61
3.5.1 訪談對象選擇與資料分析方法 61
3.5.2 樣本選擇和份數 61
3.6 資料分析法 62
3.6.1 描述性統計 62
3.6.2 項目分析 62
3.6.3 信度分析 63
3.6.4 效度分析 63
3.6.5 探索性因素分析 63
3.6.6 驗證性因素分析 64
3.6.7 結構方程模式 65
第四章 研究結果與討論 69
4.1 訪談結果分析 69
4.1.1 受訪者基本資料 69
4.1.2 目的地品牌權益的內涵 71
4.2 遊客基本社經背景屬性與品牌權益特性 81
4.2.1 遊客人口特性之描述性分析 81
4.3 目的地品牌權益組成構面之分析 83
4.3.1 知名度分析 83
4.3.2 意象分析 88
4.3.3 知覺品質分析 94
4.3.4 忠誠度分析 96
4.4 結構方程模型與分析 98
4.4.1 知名度驗證性因素分析 98
4.4.2 認知意象驗證性因素分析 104
4.4.3 品牌權益組成模式分析 112
4.4.4 品牌權益整體模式分析 121
4.5 小結 130
4.6 綜合討論 132
4.6.1 遊客知名度評價 132
4.6.2 遊客意象評價 134
4.6.3 遊客知覺品質評價 135
4.6.4 遊客忠誠度評價 136
4.6.5 模式驗證 136
第五章 結論與建議 139
5.1 結論 139
5.1.1 十鼓文化村遊客人口特性與旅遊特性 139
5.1.2 知名度、意象、知覺品質與忠誠度之概況分析 140
5.1.3 檢定結果 144
5.2 研究限制 144
5.3 建議 145
5.3.1 遊客旅遊特性之建議 145
5.3.2 知名度之建議 145
5.3.3 意象之建議 146
5.3.4 知覺品質之建議 148
5.3.5 忠誠度之建議 148
5.3.6 綜合建議 149
5.3.2 後續研究之建議 150
參考文獻 151
附錄
一 問卷 164
二 訪談稿 167

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