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題名：日月潭國家風景區遊客品牌認知之研究--以大陸遊客為例
書刊名：島嶼觀光研究
作者：何雍慶／莊世杰／黃千容 引用關係
作者(外文)：Ho, Yung-ching／Chuang, Shih-chieh／Huang, Chien-jung
出版日期：2012
卷期：5:1
頁次：頁50-69
主題關鍵詞：旅遊地品牌；品牌認知；日月潭國家風景區；Destination brand；Brand cognition；Sun-moon-Lake
原始連結：連回原系統網址new window
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  • 共同引用共同引用:28
  • 點閱點閱:105
發展品牌是因應全球化競爭，強化觀光競爭力的重要利器之一。建立品牌的第一步則須從認識與了解旅客的品牌認知著手。大陸旅客目前構成台灣最主要的旅客來源，日月潭是陸客來台必遊之地，陸客亦是本區最主要的旅客來源，而到目前為止，在日月潭地區雖有大量有關旅遊意象的研究，但尚無有關品牌認知的研究。本研究最主要貢獻，乃在為日月潭的經營管理提出品牌的觀點，並透過了解大陸旅客對日月潭的品牌認知，提出品牌定位與擬定行銷策略的建議。問卷以便利抽樣方式於日月潭進行實地發放，回收有效問卷410份，以SPSS 12.0進行統計分析。研究結果，赴日月潭旅遊的大陸遊客以中年人為主要客群，多為初次到訪，普遍認為日月潭的品牌知名度相當高，但對其品牌形象的認知則相當低落，品牌個性認知的量測亦顯現其內部一致性並不高。此結果說明日月潭在知名度及旅遊服務的整體表現上皆受到大陸旅客肯定；但從象徵性形象的低落以及品牌個性產生量測困難的結果推斷，日月潭並未在遊客心中建立起具特色的風格與形象，也未有效將品牌個性的概念傳達給大陸遊客。建議管理當局應就日月潭所俱備的品牌特質進行策略性的規劃，並且透過行銷活動進行品牌概念的傳達與推廣，以達到品牌行銷日月潭的目標。
Developing brand strategy is one of the most important ways to enhance tourism competition. First step for building brand is to recognize and understand tourists' brand cognition. Tourists from mainland China compose the most important resource of Taiwan's inbound visitors. Sun-moon-lake is the must-visit destination for tourists from mainland China who compose the largest part of visitor resource of this area as well. So far, there are lots of researches about destination image of Sun-moon-lake; however, there is still no research about brand cognition yet.Investigation has been carried out to gain knowledge of brand cognition of tourists from mainland China for the suggestions about brand position and marketing strategy. A convenient sampling was conducted for collecting questionnaire at research site. 410 copies were valid among the returned and analyzed by employing SPSS12.0. The result appears that middle-aged, first-visitors compose the majority of mainland China tourists. They are generally agreed with the high awareness of Sun-moon-lake, but disagreed with its symbolic brand image. Reliability test of brand personality appears the low internal consistence of the measurement. It concludes that visitors recognize Sun-moon-lake's high awareness and good hospitality positively, but they have no idea about Sun-moon-lake's specific personality which should be conveyed by the authority. On the other hand, visitors don't experience the characteristic style and image of Sun-moon-lake. It is suggested that the authority should develop a brand strategy to convey and promote Sun-moon-lake's brand concept through diverse marketing activity for the purpose of branding Sun-moon-lake.
期刊論文
1.Hosany, S.、Uysal, M.、Ekinci, Y.(2006)。Destination image and destination personality: an application of branding theories to tourism places。Journal of Business Research，59(5)，638-642。  new window
2.Pike, S.(2009)。Destination brand positions of a competitive set of near-home destinations。Tourism Management，30(6)，857-866。  new window
3.陳銘薰、李祥銘(20090300)。競選廣告可信度對候選人品牌權益及選民投票意願之影響--以正負面競選廣告為例。商管科技季刊，10(1)，29-60。new window  延伸查詢new window
4.張宏生、曾建銘(20081000)。臺灣旅館業品牌形象與品牌權益之因果關係研究。人類發展與家庭學報，10，30-49。new window  延伸查詢new window
5.Urde, M.(2003)。Core value-based corporate brand building。European Journal of Marketing，37(7/8)，1017-1040。  new window
6.楊琬琪(2008)。體驗行銷、品牌權益與忠誠度影響關係之研究--以溫泉旅館爲例。International Journal of LISREL，1(2)，49-65。  延伸查詢new window
7.Balmer, J. M. T.(1998)。Corporate identity and the advent of corporate marketing。Journal of Marketing Management，14(8)，963-996。  new window
8.Knox, Simon、Bickerton, David(2003)。The six conventions of corporate branding。European Journal of Marketing，37(7/8)，998-1016。  new window
9.Kim, H. B.、Kim, W. G.、An, J. A.(2003)。The Effect of Consumer-based Brand Equity on Firms' Financial Performance。Journal of Consumer Marketing，20(4)，335-351。  new window
10.Goldberg, L. R.(1990)。Alternative Description of Personality? The Big-Five Factor。Journal of Personality and Social Psychology，59(6)，1216-1229。  new window
11.曾喜鵬、楊明青(20101200)。民宿旅遊地意象量表與旅遊地品牌之建構。觀光休閒學報，16(3)，211-233。new window  延伸查詢new window
12.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
13.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。  new window
14.Keller, Kevin Lane(1993)。Conceptualizing, Measuring, and Managing Customer-Based Brand Equity。Journal of Marketing，57(1)，1-22。  new window
15.沈進成、楊琬琪(20070600)。渡假飯店顧客體驗、體驗價值與品牌權益影響關係之研究--以劍湖山王子飯店為例。旅遊管理研究，7(1)，55-81。new window  延伸查詢new window
16.Yoo, Boonghee、Donthu, Naveen(2001)。Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale。Journal of Business Research，52(1)，1-14。  new window
17.Park, C. Whan、Jaworski, Bernard J.、MacInnis, Deborah J.(1986)。Strategic Brand Concept-Image Management。Journal of Marketing，50(4)，135-145。  new window
18.Biel, Alexander L.(1992)。How Brand Image Drives Brand Equity。Journal of advertising Research，32(6)，RC6-RC12。  new window
19.曾喜鵬、吳承鴻(2010)。品牌理論在休閒住宿產業的應用：品牌個性觀點。休閒產業管理學刊，3(1)，43-61。new window  延伸查詢new window
20.Belk, R. W.(1988)。Possessions and the Extended Itself。Journal of Consumer Research，15，39-168。  new window
21.Caprara, G.V.、Barbaranelli, C.、Guido, G.(2001)。Brand personality: how to make the metaphor fit?。Journal of Economic Psychology，22(3)，377–395。  new window
學位論文
1.劉喜臨(2011)。國家觀光品牌形象前置變項與消費意願關係研究(博士論文)。臺灣大學。  延伸查詢new window
圖書
1.Keegan, Warren J.、Moriarty, Sandra E.、Duncan, Thomas R.(1995)。Marketing。Englewood Cliffs, NJ：Prentice Hall。  new window
2.Keller, Kevin L.(2008)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Englewood Cliffs, NJ：Pearson Education。  new window
3.Aaker, David A.、Equity, M. B.(1991)。Managing Brand Equity: Capitalizing on the Value of a Brand Name。Free Press。  new window
4.吳亞穎、吳奕慧、張昭莞、Kotler, P.、Keller, K. L.(2008)。行銷管理概論。台北市。  延伸查詢new window
5.Kotler, P.、Armstrong, G.(2009)。Principles of marketing。NJ。  new window
6.Kotler, P.、Armstrong, G.、Ang, S.H.、Leong, S.M.、Tan, C. T.、Yau, O.(2009)。Principles of marketing – A global perspective。NJ。  new window
7.Anholt, S.、Hildreth, J.(2005)。Brand America: The Mother of All Brands。Cyan Books。  new window
8.Gay, L. R.(1996)。Educational Research。NJ：Prentice-Hall。  new window
9.Keller, K. L.、Aperia, T.、Georgson, M.(2008)。Strategic brand management: a European Perspective。  new window
10.Kotler, P.、Gertner, D.(2007)。Country as brand, product and beyond: a place marketing and brand management perspective。Destination Branding: Creating the Unique Destination Proposition。Elservier。  new window
其他
1.交通部觀光局(2011)。全新品牌從「心」出發，http://admin.taiwan.net.tw/news/news_d.aspx?no=249&d=2834&tag=2， 20110211。  延伸查詢new window
2.交通部觀光局(2012)。觀光統計圖表，http://admin.taiwan.net.tw/public/public.aspx?no=315， 20120408。  延伸查詢new window
3.交通部觀光局(2012)。中華民國99 年來臺旅客消費及動向調查，http://admin.taiwan.net.tw/statistics/market.aspx?no=133$d20120408。  延伸查詢new window
4.日月潭國家風景區管理處(2011)。日月潭國家風景區建設計畫--100年度作業計畫，南投縣。  延伸查詢new window
 
 
 
 
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