酒文化旅遊目的地品牌印象、滿意與行為意願的探討－涉入的干擾

Effects of destination brand image on satisfaction and behavioral intentions in the liquor tourism context: the moderator of involvement

10.29429/JSLHR.201809_13(3).01

顏財發(Tsai-Fa Yen)

酒文化旅遊 ； 目的地品牌印象 ； 涉入 ； liquor tourism ； destination brand image ； involvement

運動休閒餐旅研究

13卷3期（2018 / 09 / 01）

1 - 20

繁體中文

許多研究探討旅遊目的地印象的重要性，很少研究探討遊客涉入對目的地品牌印象、滿意以及行為意願的影響。本研究藉由檢驗：一、目的地品牌印象對滿意與行為意願的影響；二、滿意對行為意願的影響；三、涉入對目的地品牌印象、滿意以及行為意願關係的影響提供新見解。透過在中國四川省著名酒文化旅遊地的問卷調查取得630筆資料。研究發現，目的地品牌印象透過滿意顯著正向影響行為意願，涉入顯著影響目的地品牌印象-滿意以及滿意-行為意願關係。最後，本文也提供一些酒文化旅遊管理意涵，如目的地管理者與旅遊企業，應塑造樂於助人、誠實待人、安全可靠的目的地品牌印象。

Despite the significance of destination image for tourists, relatively few studies address the effects of involvement on the relationships among destination brand image, satisfaction, and behavior intentions. This study draws new insights by examining. 1. the effects of destination brand image on satisfaction, 2. the effects of satisfaction on behavior intentions, and 3. the moderated effects of involvement on the relationships among destination brand image, satisfaction, and behavior intentions. Data was collected by questionnaire survey at many famous liquor tourism sites at Sichuan, China and a total of 630 valid samples were received. Findings revealed that destination brand image has positive effects on behavior intentions moderated by satisfaction. And the moderated effects of involvement on the relationships among destination brand image, satisfaction, and behavior intentions were confirmed. Several implications concerning the management of wine tourism were met. Destination brand images, such stakeholders are willing to help tourists, honest and trustworthy, and personal safety could be offered, should be shaped by destination managers and the firms.

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