题名

疫情下的上市（櫃）旅行社品牌效應

并列篇名

The Brand Effect of Listed Travel Agencies under the COVID-19

作者

李奇樺(Chi-Hua Li)；陳靜華(Ching-Hua Chen)

关键词

旅行社上市（櫃） ； 品牌涉入 ； 品牌形象 ； 品牌信任 ； 購買意願 ； listed travel agency ； brand involvement ； brand image ； brand trust ； buying intention

期刊名称

島嶼觀光研究

卷期/出版年月

14卷3期（2023 / 06 / 01）

页次

1 - 22

内容语文

繁體中文;英文
中文摘要

現今旅遊型態改變，遊客自主規劃遊程能力提升，不須依靠參加團體旅遊，就能出國遊覽，再加上新冠狀病毒肺炎（COVID-19）影響，旅行業已面臨前所未有艱困環境。旅行業開始尋求各種方法來確保客源，除增強員工專業能力與提升服務態度外，更透過品牌建立的方式來提升消費者對其之信任。近年臺灣大型旅遊業掀起一波上市（櫃）風，上市上櫃已成為旅行業經營的新課題。因上市（櫃）意味著被證交所認可，無形中提升品牌的形象，較易取得消費者的信任與認同。因此本研究將針對旅行社上市（櫃）後，消費者對於旅行社的品牌形象、品牌信任與購買意願進行探討。結果發現有上市（櫃）的旅行社，對於品牌形象、品牌信任與購買意願具有正向影響，且消費者品牌涉入程度對於品牌信任具有調節作用。最後將針對研究結果提出具體建議，以期有助於後續學者與旅行社業者經營管理之參考。
英文摘要

Nowadays, the type of travel has changed, and the ability of tourists to plan their own journeys has been improved. They can go abroad without relying on participating in group tours. Coupled with the impact of the COVID-19, the travel industry has faced an unprecedentedly difficult environment. Travel industry began to seek ways to ensure that its customer base, in addition to enhancing staff expertise and improve service attitude, pay more attention through brand building, to enhance the consumers' trust. In recent years, Taiwan has recently set off a wave of the listed company in the large travel industry; the listed travel industry has become a new topic operated. Because listed companies imply endorsement Stock Exchange, virtually enhance brand image, easier to obtain consumer trust and recognition. In this study, the listed travel agency as one of the important indicators to assess the brand image and brand trust. And brand trust would affect the customer's willingness to buy. The brand can be inferred that the product in the minds of customers on behalf of travel agent's appearance. Brand trust is the trusts of consumers who are willing to take the initiative industry but also affect consumers' willingness to buy. Consumer involvement has a moderation effect on brand trust. Finally, from the results to make specific recommendations and look forward to the help scholars to carry out related research in the future. Let travel agencies to develop branding strategies.
主题分类 人文學 > 地理及區域研究
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