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題名：休閒農場遊客旅遊動機類型的影響--檢視目的地意象、品牌個性、自我形象一致性與忠誠度之關係
書刊名：餐旅暨觀光
作者：劉瓊如／吳宗瓊 引用關係／陳善珮
作者(外文)：Liu, Chyong-ru／Wu, Tsung-chiung／Chen, Shan-pei
出版日期：2012
卷期：9:1
頁次：頁1-18
主題關鍵詞：目的地意象；品牌個性；自我形象一致性；忠誠度；休閒農場；Destination image；Brand personality；Congruity of self image；Loyalty；Recreation farm
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(1) 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:1
  • 共同引用共同引用:48
  • 點閱點閱:79
休閒農業旅遊在台灣的觀光發展中扮演一個重要的角色，人們選擇到休閒農場旅遊的原因也不盡相同。本研究旨在檢視不同旅遊動機型態遊客的差異並進一步探索不同動機型態下目的地選擇過程重要構念關係（目的地意象、品牌個性、自我形象一致性及忠誠度）之建構。選擇以飛牛牧場進行遊客問卷調查，獲得320份有效問卷。研究結果指出前往該農場之遊客旅遊動機可分為「新奇體驗型」及「社交休閒型」等兩類型。雖然「新奇體驗型」的遊客對於目的地意象、品牌個性、自我形象一致性及忠誠度等構面的認知程度均明顯高於「社交休閒型」遊客；目的地意象、品牌個性在解釋兩類型遊客的忠誠度上卻有不同的差異。對於「新奇體驗型」的遊客「奇景風情」的目的地意象以及具有「能力」的品牌個性是影響休閒農場遊客忠誠度的關鍵要素；而對於「社交休閒型」遊客，除了「奇景風情」的目的地意象與「能力」的品牌個性外，「風味美食」的意象以及「典雅」的品牌個性也能顯著地影響遊客的「忠誠度」。研究的結果除了進一步釐清目的地意象、品牌個性、自我形象一致性及忠誠度的關係，相關經營單位可透過瞭解遊客旅遊動機型態，增強遊客對農場意象的態度，找尋與當地旅遊資源相符合的品牌個性，以強化遊客的忠誠度。
The aim of this study is to explore the links among four key constructs proposed for the destination branding and choice process: travel motivation, destination image, brand personality, self-congruity, and loyalty. We conducted questionnaires in the Flying Cow Ranch-receiving a total of 320 valid returns. Our results show that the motivation of travelers to the Flying Cow Ranch can be grouped into two categories: experiencing novelty and social leisure. As far as image of recreation farm, visitors who experiencing novelty perceived high image than visitors who seek social leisure. Their opinions on target destination brand personality also emphasize simplicity and healthy activity. With regard to congruity of self image, two groups tend to identify actual self image. And in terms of loyalty to the target destination indicates that looking for a novelty experience are more satisfy than wanting to enjoy social leisure. Relevant managerial agencies may use these results to destination image and find a brand personality most well suited to their local resources based on this understanding of travel motivation, while strengthening visitor loyalty.
期刊論文
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3.Qu, Hailin、Kim, Lisa Hynjung、Im, Holly Hyunjung(2011)。A model of destination branding: Integrating the concepts of the branding and destination image。Tourism Management，32(3)，465-476。  new window
4.Castro, C. B.、Martín Armario, E.、Martín Ruiz, D.(2007)。The Influence of Market Heterogeneity on the Relationship between a Destination's Image and Tourists' Future Behaviour。Tourism Management，28(1)，175-187。  new window
5.Beerli, A.、Meneses, G. D.、Gil, S. M.(2007)。Self-congruity and destination choice。Annals of Tourism Research，34(3)，571-587。  new window
6.Brakus, J. J.、Schmitt, B. H.、Zarantonello, L.(2009)。experience: What is it ? How is it measured ? Does it affect loyalty。Journal of Marketing，73(3)，52-68。  new window
7.Ekinic, Y.(2003)。From destination image to destination branding: an emerging area of research。E-Review of Tourism Research，1(2)，1-4。  new window
8.Beerli, A.、Martín, J. D.(2004)。Factors influencing destination image。Annals of Tourism Research，31(3)，657-681。  new window
9.Backman, S. J.、Crompton, J. L.(1991)。Differentiating between high, spurious, latent, and low loyalty participants in two leisure services。Journal of Park and Recreation Administration，9(2)，1-17。  new window
10.林若慧、陳澤義、劉瓊如(20030600)。海岸型風景區之旅遊意象對遊客行為意圖之影響--以遊客滿意度為仲介變數。戶外遊憩研究，16(2)，1-22。new window  延伸查詢new window
11.Sirgy, M. J.、Su, C. T.(2000)。Destination image, self-congruity, and travel behavior: Toward an integrative model。Journal of Travel Research，38(4)，340-352。  new window
12.Litvin, S. W.、Goh, H. K.(2002)。Research note: self-image congruity: A valid tourism theory。Tourism Management，23，81。  new window
13.Murphy, L.、Benckendorff, P.、Moscardo, G.(2007)。Linking Travel Motivation, Tourist Self-Image and Destination Brand Personality。Journal of Travel and Tourism Marketing，22(2)，45-59。  new window
14.Kressmann, Frank、Sirgy, M. Joseph、Herrmann, Andreas、Huber, Frank、Huber, Stephanie、Lee, Dong-Jin(2006)。Direct and indirect effects of self-image congruence on brand loyalty。Journal of Business Research，59(9)，955-964。  new window
15.Schenk, Carolyn T.、Holman, Rebecca H.(1980)。A sociological approach to brand choice: the concept of situational self-image。Advances in Consumer Research，7(1)，610-614。  new window
16.Baker, D. A.、Crompton, J. L.(2000)。Quality, satisfaction and behavioral intention。Analysis of Tourism Research，27(3)，785-804。  new window
17.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
18.Aaker, David A.(1996)。Measuring Brand Equity Across Products and Markets。California Management Review，38(3)，102-120。  new window
19.Chen, Ching-Fu、Tsai, Dung-Chun(2007)。How Destination Image and Evaluative Factors Affect Behavioral Intentions?。Tourism Management，28(4)，1115-1122。  new window
20.Aaker, Jennifer L.(1997)。Dimensions of brand personality。Journal of Marketing Research，34(3)，347-356。  new window
21.Baloglu, Seyhmus、McCleary, Ken W.(1999)。A model of destination image formation。Annals of Tourism Research，26(4)，868-897。  new window
22.Leisen, Birgit(2001)。Image segmentation: The case of a tourism destination。Journal of Services Marketing，15(1)，49-66。  new window
23.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
24.Sung, Yongjun、Kim, Jooyoung(2010)。Effects of Brand Personality on Brand Trust and Brand Affect。Psychology and Marketing，27(7)，639-661。  new window
25.Sirgy, Mack Joseph(1982)。Self-concept in consumer behavior: A critical review。Journal of Consumer Research，9(3)，287-300。  new window
26.Pizam, A.、Neumann, Y.、Reichel, A.(1979)。Tourist Satisfaction: Uses and Misuses。Annals of Tourism Research，6(2)，195-197。  new window
27.Sirgy, M. Joseph(1985)。Using Self-Congruity and Ideal-Congruity to Predict Purchase Motivation。Journal of Business Research，13(3)，195-206。  new window
會議論文
1.Hosany, S.、Ekinic, Y.(2003)。An application of the brand personality scale into tourist destination: can destinations be branded。In proceedings of the 34th Annual TTRA Conference St Louis。Missouri：Travel and Tourism Research Association。1-11。  new window
學位論文
1.邱博賢(2003)。觀光意象、滿意度與行為意向間關聯之研究--以宜蘭地區四大休閒農場為例(碩士論文)。世新大學。  延伸查詢new window
圖書
1.Goeldner, C. R.、Ritchie, J. R.(2006)。Tourism: Principles, practices, philosophies。Hoboken, NJ：John Wiley & Sons。  new window
2.Peter, J. P.、Olson, J. C.(2010)。Consumer behavior & marketing strategy。New York, NY：McGraw-Hill。  new window
其他
1.Morgan, N., Pritchard. A., & Piggott, R.(2002)。New Zealand, 100% Pure. The creation of a powerful niche destination brand。  new window
2.台灣休閒農業旅遊網(2010)。休閒農場取得許可登記家數。  延伸查詢new window
3.Baloglu, S.(1997)。The relationship between destination images and socio-demographic and trip characteristics of international travellers。  new window
4.Chang, T. C.(2003)。Development of leisure farms in Taiwan, and perceptions of visitor thereto。  new window
5.Ekinci, Y., Sirakaya-Turk, E., & Baloglu, S.(2007)。Host image and destination personality。  new window
6.Frochot, and Morrison, A.(2000)。Benefit segmentation: A review of its applications to travel and tourism research。  new window
7.Goh, H., & Litvin, S.(2000)。Destination preference and self-congruity。  new window
8.Haigood, T.(1999)。The brand personality effect: An empirical Investigation。  new window
9.Helgeson, J. G.., & Supphellen, M.(2004)。A conceptual and measurement comparison self-congruity and brand personality: The impact of socially desirable responding。  new window
10.Henderson, J.(2000)。Selling places: The new Asia-Singapore brand。  new window
11.Hoeffler, S., & Keller, K. L.(2003)。The marketing advantage of strong Brands。  new window
12.Hong, J., & Zinkhan, G.(1995)。Self-concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode。  new window
13.Hosany, s., Ekinci, Y., & Ursal, M.(2006)。Destination image and destination personality: An application of branding theories to tourism places。  new window
14.Kim, D., Magnini, V. P., & Singal, M.(2011)。The effects of customers’ perceptions of brand personality in casual theme restaurants。  new window
15.Lin, C. H., Morals, D. B., Kerstetter, D. L., & Hou, J. S.(2007)。Examining the role of cognitive and affective image in predicting choice across natural, developed, and theme-park destinations。  new window
16.Litvin, S., Goh, H., & Goldsmith R.(2001)。Travel Innovativeness and Self-image Congruity。  new window
17.Morgan, N., & Pritchard, A.(2002)。Contextualizing destination branding。  new window
18.Ryan, C.(1995)。Learning about tourists from conversations: The over-55s in Majorca。  new window
19.Vaughan, R.(2001)。Images of a Museum。  new window
 
 
 
 
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