酒都印象、目的地關係與口碑的探討：貴州茅臺智慧酒旅遊為例

Modeling the image for wine capital, destination relationship, and word of mouth: an empirical study of smart tourism at Moutai, Guizhou

顏財發(Tsai-Fa Yen)

酒都印象 ； 目的地關係 ； 口碑 ； 茅臺 ； 酒文化旅遊 ； image for wine capital ； destination relationship ； word of mouth ； Moutai ； culture tourism for wine

島嶼觀光研究

12卷2期（2019 / 07 / 01）

70 - 89

繁體中文

許多研究探討旅遊目的地印象的重要性，較少研究探討遊客性別對酒都印象、目的地關係以及口碑的影響。本研究藉由檢驗：一、酒都印象對目的地關係以及口碑的影響；二、目的地關係對口碑的影響；三、性別對酒都印象、目的地關係以及口碑的影響提供新見解。透過在中國貴州茅臺著名酒文化旅遊地的問卷調查取得320筆資料。研究發現，酒都印象透過目的的關係顯著正向影響口碑，性別顯著影響酒都印象－目的地關係以及目的地關係－口碑關係。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、安全可靠的酒都印象。

Despite the significance of destination image for tourists, relatively fewer studies address the effects of gender on the relationships among image for wine capital, destination relationship, and word of mouth. This study draws new insights by examining.1.the effects of image for wine capital on destination relationship, and word of mouth, 2. the effects of destination relationship on word of mouth, and 3.the moderated effects of gender on the relationships among image for wine capital-destination relationship and destination relationship-word of mouth relationships. Data was collected by questionnaire survey at many famous wine tourism sites at Moutai and a total of 320 valid samples were received. Findings revealed that image for wine capital has positive effects on destination relationship, as well as destination relationship positively influences word of mouth. And the moderated effects of gender on the relationships among image for wine capital-destination relationship and destination relationship- word of mouth relationships were confirmed. Several implications concerning the management of wine tourism were met. Image for wine capital, 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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