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引文資料
題名:
A New Trend in Rural Tourism--The Shift from Destination Image to Agricultural Special Product Image
書刊名:
戶外遊憩研究
作者:
黃千容
作者(外文):
Huang, Chien-jung
出版日期:
2010
卷期:
23:3
頁次:
頁1-22
主題關鍵詞:
農特產品
;
農特產品意象
;
旅遊意象
;
鄉村旅遊
;
Rural tourism
;
Agricultural special product
;
ASP
;
Agricultural special product image
;
ASPI
;
Tourist destination image
原始連結:
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相關次數:
被引用次數:期刊(
2
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
2
共同引用:0
點閱:50
農特產品與旅遊服務是鄉村旅遊中,農民多元化收入的兩大來源。本研究以問卷調查的方式,對此兩要素之意象對鄉村旅遊發展可能帶來的影響進行分析。結果顯示,即使對環境熟悉程度偏低,民眾仍支持農村轉型發展觀光產業及農特產品的作法。因素分析共得到「農村休閒」、「印象環境」、「旅遊服務」及「傳統文化」等四個旅遊意象構面,以及農特產品的一個構面「農特產品」。再經多元迴歸分析,農特產品對觀光發展與農特產品消費具有正面影響;農村休閒與印象環境亦具顯著正面影響,傳統文化反具負面影響,而旅遊服務則並未產生影響。本研究建議下營鄉可以農特產品意象帶動整體旅遊意象,重新建構具本鄉特色且更具吸引力之鄉村旅遊意象,並進一步建立品牌形象。其具體做法應致力新行銷策略的研擬,以增加鄉村旅遊及農特產品品牌化行銷的可行性。
以文找文
Agricultural special product (ASP) and travel service compose two main elements of resources of farmer's revenues. By means of surveys, this research analyzes the effect of these two elements to rural tourism development. Result shows that it is supported to shift agriculture to tourism and ASP development in Siaying, even the interviewee are not quite familiar to the environment of Siaying. The outcome of factor analysis, four destination image facets and one ASP facet were obtained separately, which were named as 'countryside recreation','image environment','travel service' and 'traditional culture', and the other one is named as 'agricultural special product (ASP)'. Multiple regression analysis shows that ASP facet affects tourism development and ASP consumption positively, as well as countryside recreation and image environment facets; diversely, traditional culture facet possesses negative influence and travel service facet possesses without any influence. It is suggested that Siaying should re-construct its destination image based on the ASP image, in order to build a more characteristic and attractive rural tourism image, and furthermore, a rural tourism brand. The authority should devote to the practice of new marketing strategy development. It helps to increase the possibility of branding and marketing rural tourism and ASP.
以文找文
期刊論文
1.
Anderson, L. F.、Littrell, M.(1995)。Souvenir-purchase behavior of women tourists。Annals of Tourism Research,22(2),328-348。
2.
Law, R.、Au, N.(2000)。Relationship modeling in tourism shopping: A decision rulesinduction approach。Tourism Management,21,241-249。
3.
Timothy, D. J.、Butler, R. W.(1995)。Cross-border shopping: a North American perspective。Annals of Tourism Research,22(1),16-34。
4.
Nadeau, John、Heslop, Louise、O'Reilly, Norm、Luk, Peter(2008)。Destination in a Country Image Context。Annals of Tourism Research,35(1),84-106。
5.
Selby, M.、Morgan, N. G.(1996)。Reconstructing Place Image: A Case Study of Its Role in Destination Market Research。Tourism Management,17(4),287-294。
6.
Echtner, Charlotte M.、Ritchie, J. R. Brent(1993)。The Measurement of Destination Image: An Empirical Assessment。Journal of Travel Research,31(4),3-13。
7.
Turner, Lindsay W.、Reisinger, Yvette(2001)。Shopping satisfaction for domestic tourists。Journal of Retailing and Consumer Services,8(1),15-27。
8.
Crompton, John L.(1979)。Motivations for Pleasure Vacation。Annals of Tourism Research,6(4),408-424。
9.
Baloglu, Seyhmus、McCleary, Ken W.(1999)。A model of destination image formation。Annals of Tourism Research,26(4),868-897。
10.
Gallarza, Martina G.、Gil-Saura, Irene、Calderón-García, Haydeé(2002)。Destination Image: Towards a Conceptual Framework。Annals of Tourism Research,29(1),56-78。
11.
Gordon, Beverly(1988)。The Souvenir: Messenger of the Extraordinary。Journal of Popular Culture,20(3),135-146。
12.
Martineau, Pierre D.(1958)。The Personality of The Retail Store。Harvard Business Review,36(1),47-55。
13.
Levy, S. J.(1959)。Symbols for Sale。Harvard Business Review,37(4),117-124。
14.
Chuang, S.-Z.,、Du, J.-Y.(2004)。Farmer's organization of Siaying and leisure agricultural development。Agricultural Extension Anthology,49,287-305。
15.
Hunt, J. D.(2002)。Image: a factor in tourism.。Annals of Tourism esearch,29(1),56-78。
16.
Macleod, D.(2009)。Scottish theme town: have new identities enhanced development?。Journal of Tourism and Cultural Change,7(2),133-145。
17.
Wang, J.-H.,、Zhou, M.-S.(2006)。Examination of relationship among rurality, rural development and rural tourism- the example of southwest of England.。Agricultural Extension Anthology,51,99-114。
18.
Yang,M.-W.,、Chang,Y.-M.(2005)。A Study on the Consciousness of Industry CulturalActivities and Package Design of Agricultural/Special Products-Survey Evidence from Zo-Chen Chalk Festival。Journal of Design,10(1),19-42。
19.
Yang, W.-J.(2007)。Developing brand images for agricultural products。Journal of Zhejiang Forestry College,24(2),221-224。
20.
Yüksel A.(2007)。Tourism shopping habitat: Effects on emotions。shopping value andbehaviours,28,58-69。
21.
Zeng, Z.-L.(2006)。A Study on the Potential of the Development of Tourism Shoppingin Macao。Revista do Instituto Politecnico de Macau,9(3),11-19。
圖書
1.
Kotler, P.、Bowen, J. T.、Makens, J. C.(2006)。Marketing for Hospitality and Tourism。Pearson Prentice Hall。
2.
Timothy, D. J.(2005)。Shopping Tourism, Retailing and Leisure。Clevedon:Channel View。
3.
Gunn, C. A.(1972)。Vacationscape: Designing Tourist Regions。Taylor and Francis。
4.
Gunn, C. A.、Var, T.(2002)。Tourism planning: Basics, concept, cases。New York:Routledge。
5.
Boulding, Kenneth E.(1956)。The image: knowledge in life and society。University of Michigan Press。
6.
Chiou, H.-J.(2008)。Quantitative Research Methods II: Statistical Principles and Analytic Techniques。Taipei:。
7.
Kotler, P.,、Gertner, D.(2007)。Country as brand, product and beyond: a placemarketing and brand management perspective。Creating the Unique Destination Proposition。Oxford:。
8.
Motloch, J. L.(2001)。Introduction to Landscape Design。New York:。
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