题名

休閒農場旅遊意象、品牌個性與旅遊意願之關係：自我形象一致性之中介效果

并列篇名

The Relationships among Recreation Farming' Image, Brand Personality and Travelers' Intention: The Test of Mediating Effect of Self- Congruity

作者

劉瓊如(Chyong-Ru Liu)；林濰榕(Wei-Rong Lin)；林若慧(Jo-Hui Lin)

关键词

旅遊意象 ； 品牌個性 ； 自我形象一致性 ； 旅遊意願 ； Tourism image ； Brand personality ； Self-congruity ； Travel intention

期刊名称

戶外遊憩研究

卷期/出版年月

25卷3期（2012 / 09 / 01）

页次

59 - 81

内容语文

繁體中文
中文摘要

本研究旨在探討旅遊目的地意象、品牌與旅遊意願之關係。藉由消費者對目的地之旅遊意象與品牌個性等認知，探討上述變數對消費者之自我形象一致性的影響，進而分析3項變數與消費者旅遊意願之關係。本研究擇選苗栗縣飛牛牧場為例，在2010台北國際旅展會場內，調查聽過該農場但未曾去過之277位潛在消費者。分析結果發現：消費者對旅遊意象、品牌個性、自我形象一致性等知覺，均會顯著正向影響其旅遊意願；再者，旅遊意象與品牌個性，不僅會直接影響旅遊意願，同時也透過消費者「自我形象一致性」的中介效果進而影響其旅遊意願。最後依據研究結果提出休閒農場行銷管理意涵與建議。
英文摘要

This paper examines the factors involved in the destination image, brand and travelers' intention. The study explores the relationships among tourism image, brand personality, self-congruity, and travel intention. The study conducts data collection at 2010 Taipei International Travel Fair, select participants who have heard but never visit Flying Cow Ranch and 277 useable responses are obtained. The results revealed that tourism image, brand personality and self-congruity are positively associated with travelers' intention. Moreover, tourism image and brand personality directly and indirectly (via the mediating effect of self-congruity) affects travelers' intention. Self-congruity is also an important mediator. Finally, marketing managerial implications and suggestions for future researches are also discussed.
主题分类 人文學 > 地理及區域研究
社會科學 > 體育學
参考文献
  1. 董維、張瑞觀、梁榮達(2009)。由週邊路徑效果探討特定網路廣告態度形成：人機互動、情緒及一般網路廣告態度。電子商務學報，11(1)，143-172。
    連結：
  2. 行政院農委會(2011)。推動農村休閒旅遊，下載日期：2011/9/28，取自：http://www.coa.gov.tw/view.php?catid=23412 Council of Agriculture, Executive Yuan. (2011). Promoting agricultural leisure travel, Retrieved September 28, 2011, from http://www.coa.gov.tw/view.php?catid=23412
  3. Park, R. E. (1924). The concept of social distance: As applied to the study of racial relations. Journal of Applied Sociology, 8(6), 339-344
  4. Aaker, J. L.(1997).Dimensions of brand personality.Journal of Marketing Research,34(3),347-356.
  5. Aaker, J. L.(1999).The malleable self: The role of self-expression in persuasion.Journal of Marketing Research,36(1),45-57.
  6. Azoulay, A.,Kapferer, J. N.(2003).Do brand personality scales really measure brand personality?.Brand Management,11(4),143-155.
  7. Bagozzi, R. P.,Yi, Y.(1988).On the evaluation of structure equations models.Academic of Marketing Science,16(1),76-94.
  8. Beerli, A.,Martin, J. D.(2004).Factors influencing destination image.Annals of Tourism Research,31(3),657-681.
  9. Beerli, A.,Meneses, G. D.,Gil, S. M.(2007).Self-congruity and destination choice.Annals of Tourism Research,34(3),571-587.
  10. Bigne, J. E.,Sanchez, M. I.,Sanchez, J.(2001).Tourism image, evaluation variables and after purchase behavior: Interrelationship.Tourism Management,22(6),607-616.
  11. Blain, C.,Levy, S. E.,Ritchie, B.(2005).Destination branding: Insights and practices from destination management organizations.Journal of Travel Research,43(4),328-338.
  12. Burns, A. C.,Bush, R. F.(1995).Marketing research.New Jersey:Prentice-Hall.
  13. Cai, L.(2002).Cooperative branding for rural destinations.Annals of Tourism Research,29(3),720-742.
  14. Castro, C. B.,Armario, E. M.,Ruiz, D. M.(2007).The influence of market heterogeneity on the relationship between a destination's image and tourists' future behaviour.Tourism Management,28(1),175-187.
  15. Chang, T. C.(2003).Development of leisure farms in Taiwan, and perceptions of visitors thereto.Journal of Travel & Tourism Marketing,15(1),19-40.
  16. Chen, C. F.,Tsai, D.(2007).How destination image and evaluative factors affect behavioral intentions?.Tourism Management,28(4),1115-1122.
  17. Chi, C. G. Q.,Qu, H.(2008).Examining the structural relationships of destination image, tourist satisfaction and destination loyalty: An integrated approach.Tourism Management,29(4),624-636.
  18. Chin, W. W.,Todd, P. A.(1995).On the use, usefulness, and ease of use of structural equation modeling in MIS research: A note of caution.MIS Quarterly,19(2),237-246.
  19. Crompton, J. L.(1979).An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon the image.Journal of Travel Research,17(1),18-23.
  20. Dittmar, H.,Drury, J.(2000).Self-image: Is it in the bag? A qualitative comparison between ordinary and excessive consumers.Journal of Economic Psychology,21(2),109-142.
  21. Ekinci, Y.(2003).From destination image to destination branding: An emerging area of research.E-Review of Tourism Research,1(2),1-4.
  22. Ekinci, Y.,Hosany, S.(2006).Destination personality: An application of brand personality to tourism destinations.Journal of Travel Research,45(2),127-139.
  23. Fakeye, P. C.,Crompton, J. L.(1991).Image differences between prospective, first-time, repeat visitors to the lower Rio Grande Valley.Journal of Travel Research,30(2),10-16.
  24. Fournier, S.(1998).Consumers and their brands: Developing relationship theory in consumer research.Journal of Consumer Research,24(4),343-373.
  25. Freling, T. H.,Crosno, J. L.,Henard, D. H.(2011).Brand personality appeal: Conceptualization and empirical validation.Journal of the Academy of Marketing Science,39(3),392-406.
  26. Gnoth, J.,Baloglu, S.,Ekinci, Y.,Sirakaya-Turk, E.(2007).Introduction: Building destination brands.Tourism Analysis,12(5/6),339-343.
  27. Goh, H. K.,Litvin, S. W.(2000).Destination preference and self-congruity.annual conference proceedings of Travel and Tourism Research Assoication,Burbank, CA:
  28. Grewal, D.,Krishnan, R.,Baker, J.,Borin, N.(1998).The effects of store name, brand name and price discounts on consumers' evaluations and purchase intentions.Journal of Retailing,74(3),331-352.
  29. Hair, J. F.,Anderson, R. E.,Tatham, R. L.,Black, W. C.(1998).Multivariate data analysis.Upper Saddle River, NJ:Prentice-Hall.
  30. Hoeffler, S.,Keller, K. L.(2003).The marketing advantage of strong brands.Journal of Brand Management,10(6),421-445.
  31. Holmbeck, G. N.(1997).Toward terminological, conceptual, and statistical clarity in the study of mediators and moderators: Examples from the child-clinical and pediatric psychology literatures.Journal of Consulting & Clinical Psychology,65(4),599-610.
  32. Hong, J.,Zinkhan, G.(1995).Self-concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode.Psychology and Marketing,12(1),53-77.
  33. Hosany, S.,Ekinci, Y.(2003).An application of the brand personality scale into tourist destination: Can destinations be branded.Proceedings of the 34th Annual TTRA Conference,St Louis:
  34. Hosany, S.,Ekinci, Y.,Uysal, M.(2006).Destination image and destination personality: An application of branding theories to tourism places.Journal of Business Research,59(5),638-642.
  35. Hu, L. T.,Bentler, P. M.(1999).Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives.Structural Equation Modeling,6(1),1-55.
  36. Jöreskog, K. G.,Sörbom, D.(1989).LISREL 7: A guide to the program and application.Chicago:Scientific Software International.
  37. Keller, K. L.(1993).Conceptualizing, measuring and managing customer-based brand equity.Journal of Marketing,57(1),1-22.
  38. Leisen, B.(2001).Image segmentation: The case of a tourism destination.Journal of Services Marketing,15(1),49-66.
  39. Litvin, S.W.,Goh, H. K.(2002).Self-image congruity: A valid tourism theory?.Tourism Management,23(1),81-83.
  40. Litvin, S.W.,Goh, H. K.,Goldsmith, R. E.(2001).Travel innovativeness and self-image congruity.Journal of Travel and Tourism Marketing,10(4),33-45.
  41. Low, G. S.,Lamb, C. W.(2000).The measurement and dimensionality of brand associations.Journal of Product and Brand Management,9(6),350-368.
  42. MacKay, K.,Fesenmaier, D.(2000).An exploration of cross-cultural destination image assessment.Journal of Travel Research,38(4),417-423.
  43. Morgan, N.(ed.),Pritchard, A.(ed.),Pride, R.(ed.)(2002).Destination branding: Creating the unique destination proposition.Oxford:Butterworth-Heinemann.
  44. Mossholder, K. W.,Bennett, N.,Kemery, E. R.,Wesolowski, M. A.(1998).Relationships between bases of power and work reactions: The mediational role of procedural justice.Journal of Management,24(4),533-552.
  45. 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.
  46. Nyaupane, G. P.,Teye, V.,Paris, C.(2008).Innocents abroad: Attitude change toward hosts.Annals of Tourism Research,35(3),650-667.
  47. Podsakoff, P. M.,Organ, D. W.(1986).Self reports in organizational research: Problems and prospects.Journal of Management,12(4),531-544.
  48. Schenk, C. T.,Holman, R. H.(1980).A sociological approach to brand choice: The concept of situational self-image.Advances in Consumer Research,7(1),610-614.
  49. Sirgy, M. J.(1982).Self-concept in consumer behavior: A critical review.Journal of Consumer Research,9(3),287-300.
  50. Sirgy, M. J.(1985).Using self-congruity and ideal congruity to predict purchase motivation.Journal of Business Research,13(3),195-206.
  51. Sirgy, M. J.,Grewal, D.,Mangleburg, T. F.,Park, J.,Chon, K. S.,Claiborne, C. B.,Johar, J. S.,Berkman, H.(1997).Assessing the predictive validity of two methods of measuring self-image congruence.Journal of the Academy of Marketing Science,25(3),229-241.
  52. Sirgy, M. J.,Su, C.(2000).Destination image, self-congruity and travel behavior: Toward an integrative model.Journal of Travel Research,38(4),340-352.
  53. Sung ,Y.,Kim, J.(2010).Effects of brand personality on brand trust and brand affect.Psychology and Marketing,27(7),639-661.
  54. Tasci, A. D. A.(2009).Social distance: The missing link in the loop of movies, destination image, and tourist behavior?.Journal of Travel Research,47(4),494-507.
  55. Usakli, A.,Baloglu, S.(2011).Brand personality of tourist destinations: An application of self-congruity theory.Tourism Management,32(1),114-127.
  56. Van Rekom, J.,Jacobs, G.,Verlegh, P. W. J.(2006).Measuring and managing the essence of a brand personality.Marketing Letters,17(2),181-192.
  57. Wang, X.,Yang, Z.(2008).Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry.International Marketing Review,25(4),458-474.
  58. 何黎明、蘇郁芬(2010)。休閒農場消費者滿意度與重遊意願之探討：以走馬瀨農場為例。高雄海洋科大學報，24，221-237。
  59. 黃芳銘(2004)。結構方程模式理論與應用。台北=Taipei:五南=Wu-Nan Culture Enterprise。
  60. 廖佩珊、陳美燕(2008)。台北國際旅展觀展民眾滿意度之研究。休閒研究，1(1)，1-13。
被引用次数
  1. 曾宇良,陳建彣(2018)。彰化縣休閒農業的空間分布與特性。土地問題研究季刊，17(2)，50-66。
  2. 陳麗如、陳怡廷、吳姿瑩(2016)。從部落格探索客家旅遊目的地意象之研究—自然語言處理的方法與應用。戶外遊憩研究，29(2)，81-111。
  3. 陳欣怡、車成緯、李青松(2015)。都會型休閒農場開發指標之建構。臺灣土地研究，19(1)，105-128。
  4. 戴有德、莊文隆、王耀淪、王靖驊(2017)。想跟居民當朋友嗎？以自我意象一致性與場所依戀觀點探討之。戶外遊憩研究，30(4)，1-30。
  5. 洪煌佳,林慧敏(2013)。花東縱谷自行車遊客旅遊意象之研究。休閒運動健康評論，5(1)，17-39。
  6. 洪千巧、李再立(2015)。集集盃綠色隧道馬拉松之賽會形象與參賽動機。身體文化學報，21，1-22。
  7. 蕭景云、黃慧君、黃韋嘉、傅安弘、郭靜(2016)。品牌個性及品牌形象對顧客忠誠度的影響：以鳳梨酥品牌為例。運動休閒餐旅研究，11(3)，24-45。
print cancel