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題名：整合行銷傳播、旅遊意象、知名度、滿意度對忠誠度關係之研究--以古坑華山為例
書刊名：運動與遊憩研究
作者：沈進成 引用關係／周君妍
作者(外文)：Shen, Ching-cheng／Chou, Chun-yen
出版日期：2006
卷期：1:1
頁次：頁1-24
主題關鍵詞：整合行銷傳播；旅遊意象；知名度；滿意度；忠誠度；Integrated marketing communication；Tourism image；Brand awareness；Satisfaction；Loyalty
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:51
  • 點閱點閱:275
古坑鄉華山地區以登山健行與夜景著名，2003年台灣咖啡節的舉辦，使得華山的「台灣咖啡」一炮而紅；2004年台灣咖啡節的盛況，更造成古坑咖啡「一豆難求」的現象，遊客也更絡繹不絕地湧到華山來一探這「咖啡的原鄉」。本研究以整合行銷傳播的觀點，來探討整合行銷傳播、旅遊意象、知名度、滿意度與忠誠度之影響關係模式。研究結果發現：1. 居住地區方面，以雲嘉地區為多數，顯示華山地區是屬於區域性的休閒場所。2. 整合行銷傳播媒介中以公共關係及廣告最能提供給遊客觀光形象的認知。3. 整合行銷傳播媒介中以廣告及公共關係最能誘發遊客形成旅遊意願。4. 旅遊意象觀察構面以文化產品特色影響最具重要性。5. 旅遊意願觀察構面以產品價值吸引力影響較具重要性。6. 整合行銷傳播認知對整合行銷傳播旅遊意願形成之直接影響效果很大。7.遊客滿意度會直接顯著正向影響忠誠度。8. 整合行銷傳播認知對忠誠度影響效果主要路徑為「整合行銷傳播認知」透過「知名度」影響「忠誠度」，其次為「整合行銷傳播認知」透過「整合行銷傳播旅遊意願形成」及「滿意度」影響「忠誠度」。
Gukeng HuaShan used to be famous for its hiking and night view but it is not widely known for its coffee until the 2003 Taiwan coffee festival. After the 2004 Taiwan coffee festival, the demand for Gukeng HuaShan coffee was so strong even a coffee bean is hard to get. Visitors were flowing into HuaShan to explore the “origin of Taiwan coffee”. This research is to probe the relationships between Integrated Marketing Communication, Tourism Image, Brand Awareness, Satisfaction and Loyalty from the viewpoint of Integrated Marketing Communication. The research result shows: 1. In the aspect of living area, majority tourist are from Yun Lin and Jia Yi area, which shows that HuaShan belong to regional leisure area. 2. Among those tools of Integrated Marketing Communication, public relations and advertising can provide highly Image recognition to tourists. 3. Furthermore, advertising and public relations have more importance in arousing people’s desire in visiting. 4. Tourism Image shows the great influence of distinguishing feature of cultural products. 5. The attraction of the value of products holds a great influence in Tourism Image. 6. The recognition of Integrated Marketing Communication has great and direct influence in Tourism Image of Integrated Marketing Communication. 7. The tourists’ satisfaction can affect directly the loyalty. 8. The main communication path in how Integrated Marketing Communication affect the loyalty is the medium variable of Brand Awareness. The secondary in how Integrated Marketing Communication recognition travel path affect the loyalty is the medium variable of Forming of tourism image of Integrated Marketing , Satisfaction.
期刊論文
1.Backman, S. J.、Veldkamp, C.(1995)。Examination of Relationship Between Service Qualityand User Loyalty。Journal of Park and Recreation Administration，13(2)，29-41。  new window
2.Chen, J. S.、Hsu, C. H. C.(2000)。Measurement of Korean tourists’ perceived images of overseas destinations。Journal of Travel Research，38，411-416。  new window
3.Schultz, D. E.(19960303)。Be careful picking data base for IMC efforts。Marketing News，14-15。  new window
4.Schultz, D. E.(1993)。The customer and data base are the integrating 113 forces。Marketing News，27(22)，14。  new window
5.蔡美瑛、陳蕙芬(1998)。整合行銷傳播在高科技產業行銷上之應用--以Computer Taipei'96 英代爾 (Intel) 公司參展個案為例。民意研究季刊，204，46-62。  延伸查詢new window
6.Chon, K. S.(1991)。Tourism destination image modification process。Tourism Management，12(1)，68-72。  new window
7.Gartner, William C.(1994)。Image Formation Process。Journal of Travel & Tourism Marketing，2(2/3)，191-216。  new window
8.Court, B.、Lupton, R. A.(1997)。Customer portfolio development: modeling destination adopters, inactives, and rejecters。Journal of Travel Research，36(1)，35-43。  new window
9.Backman, S. J.、Crompton, J. L.(1991)。Differentiation Between High, Spurious, Latent and Low Loyalty Participants in Two Leisure Activities。Journal of Park and Recreation Administration，9(2)，1-17。  new window
10.Chon, K. S.(1990)。The role of destination image in tourism: A review and discussion。The Tourist Review，45(2)，2-9。  new window
11.Milman, Ady、Pizam, Abraham(1995)。The role of awareness and familiarity with a destination: The central Florida case。Journal of Travel Research，33(3)，21-27。  new window
12.Alba, Joseph W.、Hutchinson, John Wesley(1987)。Dimensions of Consumer Expertise。Journal of Consumer Research，13(4)，411-454。  new window
13.Bigné, J. Enrique、Sánchez, M. Isabel、Sánchez, Javier(2001)。Tourism image, evaluation variables and after-purchase behavior: inter-relationship。Tourism Management，22(6)，607-616。  new window
14.侯錦雄、林宗賢(19960300)。日月潭風景區目標市場定位策略中之旅遊意象度量探討。戶外遊憩研究，9(1)，57-77。new window  延伸查詢new window
15.Kozak, Metin(2001)。Repeaters' Behavior at two Distinct Destinations。Annals of Tourism Research，28(3)，784-807。  new window
16.Woodside, Arch G.、Lysonski, Steven(1989)。A general model of traveler destination choice。Journal of Travel Research，27(4)，8-14。  new window
17.Bultena, Gordon L.、Klessig, Lowell L.(1969)。Satisfaction in camping: A conceptualization and guide to social research。Journal of Leisure Research，1(4)，348-354。  new window
18.Kamins, M. A.、Marks, L. J.(1999)。The Perception of Kosher as a Third Party Certification Claim in Advertising for Familiar and Unfamiliar Brands。Journal of the Academy of Marketing Science，19(3)，177-185。  new window
19.Fornell, Claes(1992)。A national customer satisfaction barometer: The Swedish experience。Journal of Marketing，56(1)，6-21。  new window
20.Leisen, Birgit(2001)。Image segmentation: The case of a tourism destination。Journal of Services Marketing，15(1)，49-66。  new window
21.Fakeye, Paul C.、Crompton, John L.(1991)。Image differences between prospective, first-time, and repeat visitors to the Lower Rio Grande Valley。Journal of Travel Research，30(2)，10-16。  new window
22.Baker, Dwayne A.、Crompton, John L.(2000)。Quality, satisfaction and behavioral intentions。Annals of Tourism Research，27(3)，785-804。  new window
23.Morgan, Robert M.、Hunt, Shelby D.(1994)。The commitment-trust theory of relationship marketing。Journal of Marketing，58(3)，20-38。  new window
24.Parasuraman, A. P.、Zeithaml, Valarie A.、Berry, Leonard L.(1985)。A Conceptual Model of Service Quality and Its Implication for Future Research。Journal of Marketing，49(4)，41-50。  new window
會議論文
1.Hempel, Donald J.(1977)。Consumer satisfaction with the home buying process : conceptualization and measurement。Conference, conducted by Marketing Science Institute with support of National Science Foundation，(會議日期: 1976/04/11-04/13)。Cambridge, Mass：Marketing Science Institute。279-299。  new window
學位論文
1.朱鴻燕(2003)。品牌價格與認知價值關係之實證研究(碩士論文)。國立高雄第一科技大學。  延伸查詢new window
2.陳運欽(2003)。觀光地意象認知與旅遊選擇意願之研究(碩士論文)。銘傳大學。  延伸查詢new window
3.黃美芳(2004)。品牌知名度與品牌忠誠度之關係及其受產品種類干擾效果(碩士論文)。中國文化大學。  延伸查詢new window
4.林君珍(2004)。產品置入之廣告研究--以觀光景點置入於台灣偶像劇為例(碩士論文)。銘傳大學。  延伸查詢new window
5.李奇樺(2003)。休閒農業形象整合行銷傳播之研究--以宜蘭縣休閒農業為例(碩士論文)。世新大學。  延伸查詢new window
6.楊素蘭(2004)。環境體驗、體驗價值、顧客滿意與行為意向之研究(碩士論文)。國立臺北科技大學，臺北。  延伸查詢new window
7.吳曉雯(2002)。影響職棒球迷選擇支持球隊的因素及其與忠誠度、滿意度的關係(碩士論文)。國立體育學院。  延伸查詢new window
圖書
1.吳明隆(2003)。SPSS統計應用與實務。台北：松崗電腦圖書。  延伸查詢new window
2.Sirgy, M. J.(1998)。Integrated Marketing Communications: A System Approach。New Jersey：Prentice-Hall。  new window
3.Percy, Larry、王鏑、洪敏莉(1997)。整合行銷傳播策略。台北：遠流。  延伸查詢new window
4.Swarbrooke, J.、Horner, S.(1999)。Consumer behavior in tourism。Butterworth Heinemann。  new window
5.Duncan、吳宜蓁、李素卿(1999)。整合行銷傳播。台北：五南。  延伸查詢new window
6.吳怡國、錢大慧、林建宏、Schultz, D. E.、Tannenbaum, S. I.、Lauterborn, R. F.(1994)。整合行銷傳播--21世紀企業決勝關鍵。台北市：滾石文化。  延伸查詢new window
7.許安琪(2001)。整合行銷傳播引論：全球化與在地行銷大趨勢。臺北市：學富文化。  延伸查詢new window
8.陳正昌、程炳林(2002)。SPSS、SAS、BMDP統計軟體在多變量統計上的應用。五南圖書。  延伸查詢new window
9.邱皓政(2003)。結構方程模式--LISREL的理論、技術與應用。雙葉書廊。  延伸查詢new window
 
 
 
 
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