探討台灣遊客對越南胡志明市的品牌形象、知覺價值、旅遊滿意度與忠誠度之間的關係

To explore the relationship between Taiwanese tourists' brand image, perceived value, tourism satisfaction and loyalty towards Ho Chi Minh City, Vietnam

10.6510/JTLM.202408/SP_12.0003

黃文洲(Wen-Chou Huang)；阮泰清芳(Tai-Qing-Fang Ruan)

品牌形象 ； 知覺價值 ； 顧客忠誠度 ； 滿意度 ； 越南旅遊 ； Brand image ； perceived value ； customer loyalty ； satisfaction ； Vietnam tourism

觀光與休閒管理期刊

12卷特刊（2024 / 08 / 01）

23 - 31

繁體中文;英文

世界旅遊組織（2017）把它認為是一個國家繁榮和幸福的重要關鍵，導致越南政府透過免簽政策、行銷策略、活動組織、新服務提供和吸引力旅遊價格等措施促進旅遊業發展，但2024年的統計顯示，儘管大多數遊客是首次到訪，回訪率卻逐漸下降。本研究主要探討越南胡志明市品牌形象，顧客知覺價值，滿意度與顧客忠誠度之關係，讓各旅行社更清楚能留住顧客的重要因素。本研究的研究對像是針對去過越南胡志明市旅遊的台灣遊客，使用問卷調查法與SPSS統計軟件做回歸分析。本研究發現越南旅遊品牌形像有正向影響知覺價值，知覺價值有正向影響顧客滿意度，顧客滿意度有正向影響忠誠度。

The World Tourism Organization (2017) considers it an important key to a country's prosperity and happiness, leading the Vietnamese government to promote tourism development through measures such as visa-free policies, marketing strategies, event organization, new service offerings, and attractive travel prices, but by 2024 Statistics from 2017 show that although most tourists are visiting for the first time, the rate of return visits has gradually declined. This study mainly explores the relationship between brand image, customer perceived value, satisfaction and customer loyalty in Ho Chi Minh City, Vietnam, so that travel agencies can better understand the important factors that can retain customers. The research object of this study is Taiwanese tourists who have visited Ho Chi Minh City, Vietnam, using questionnaire survey method and SPSS statistical software to conduct regression analysis. This study found that Vietnam's tourism brand image has a positive impact on perceived value, perceived value has a positive impact on customer satisfaction, and customer satisfaction has a positive impact on loyalty.