民宿旅遊地意象量表與旅遊地品牌之建構

Establishment of Bed and Breakfast Destination Image Scale and Destination Brand

10.6267/JTLS.2010.16(3)2

曾喜鵬(Hsi-Peng Tseng)；楊明青(Min-Ching Yang)

民宿 ； 旅遊地意象 ； 旅遊地品牌 ； 品牌化 ； bed-and-breakfast ； destination image ； destination brand ； branding

觀光休閒學報

16卷3期（2010 / 12 / 01）

211 - 233

繁體中文

過往研究鮮以「旅遊地」觀點探討民宿行銷之議題，亦乏民宿旅遊地意象量表建構相關之研究。本文擬以品牌建構之觀點，揭示「民宿旅遊地」之概念，並且藉由遊客意象認知之觀點，建構民宿旅遊地意象量表，藉以瞭解民宿旅遊地意象之組成特性，以期做為協助民宿旅遊地品牌建構者檢視自身旅遊地具備何種民宿旅遊地意象之工具。本文研究之結果顯示，民宿旅遊地意象係由旅遊休閒氣氛意象、民宿風格特色意象、鄉村田園生態意象、鄉村特產小吃意象與環境乾淨安全意象等，共計五個構面組成，此可做為民宿品牌建構之基本元素。本文文末亦同時提出民宿品牌建構程序之構想。

Only a few studies explore issues of bed and breakfast (B&B) marketing from the perspective of destination and the establishment of B&B destination image scale is still lacking. The purpose of this study are to raise a concept of B&B destination from the perspective of banding and to establish a B&B destination image scale in order to discover the components of B&B destination image from the tourist image cognition perspective to provide a tool for B&B destination brand establishers to examine types of B&B destination image existing for specific B&B destination. Results of this study indicate that B&B destination image scale comprises five components, including ”travel and leisure atmosphere”, ”B&B style and characteristics”, ”rural cuisine and commodities”, ”rural scenery and ecology”, and ”cleanness and safety”, which can be viewed as basic components for B&B brand building. The B&B destination branding process is also provided in this study.

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