本校學位論文庫
CITYU Theses & Dissertations
論文詳情
刘备备
吳曉紅
國際旅遊與管理學院
國際酒店管理碩士學位課程(中文學制)
碩士
2022
鄉村旅遊地品牌個性, 旅遊者自我一致性對遊客行為 意向的影響研究 : 以安徽宏村為例
A Study on the Influence of Brand Personality of Rural Tourism Destinations and Self consistency of Tourists on Tourists' Behavior Intention : A Case Study of Hongcun, Anhui Province
品牌個性 ; 自我一致性 ; 行為意向 ; 鄉村旅遊 ; 旅遊目的地
Brand personality ; Self consistency ; Behavior intention ; Rural tourism ; Tourist destination
我國鄉村旅遊發展迅速，品牌化意識亟待增強，品牌個性作為品牌研究中的重要概念，日益引起研究學者的關注，在旅遊領域，目的地品牌個性是影響旅遊者決策的重要因素。本研究基於擬人論與自我一致性理論，從遊客感知的角度出發，主要針對於遊客體驗的遊後階段，構建了鄉村旅遊地品牌個性、自我一致性與遊後行為意向的關係模型；以充實相關理論在鄉村景區的研究，為相關景區及從業者提供參考藉鑒。根據研究的方向，這裏採用定量研究，以安徽宏村為采樣地，在前人研究的基礎上提出合理的假設，構建研究模型，採用問卷調查的方法，發放並回收問卷，之後運用SPSS25.0等軟體進行資料分析，根據分析結果對概念模型進行檢驗，並對模型中三者之間的主要關係給出結論、簡單探討，也根據鄉村旅遊地品牌個性不同變數的研究結果，對表現結果不顯著的維度進行了建議。
With the rapid development of rural tourism in China, brand awareness needs to be strengthened urgently. As an important concept in brand research, brand personality has increasingly attracted the attention of researchers. In the field of tourism, destination brand personality is an important factor that affects tourists' decision-making. Based on the theory of personification and self consistency, this study constructs a relationship model between brand personality, self consistency, and post travel behavioral intention of rural tourism destinations from the perspective of tourists' perception, mainly aiming at the post travel stage of tourists' experience; To enrich the research of relevant theories in rural scenic areas and provide reference for relevant scenic areas and practitioners. According to the direction of the research, this paper adopts quantitative research, taking Hongcun, Anhui Province as a sampling site, and proposes reasonable assumptions based on previous research. It constructs a research model. It uses the method of questionnaire survey, issues and collects questionnaires, and then uses software such as SPSS25.0 to conduct data analysis. Based on the analysis results, the conceptual model is tested, and the main relationships among the three in the model are summarized and discussed briefly, based on the research results of different variables of rural tourism destination brand personality, suggestions are made for dimensions where the performance results are not significant.
2023
中文
65
致 謝 I
摘 要 III
Abstract IV
目 錄 VI
第一章 緒 論 1
1.1 研究背景 1
1.2 研究問題和研究目的 3
1.3 研究意義 4
1.3.1 理論意義 4
1.3.2 實踐意義 5
1.4 論文結構 6
第二章 文獻綜述與理論模型 8
2.1 文獻綜述 8
2.1.1 品牌個性 8
2.1.2 自我一致性 10
2.1.3 旅遊者行為意向 14
2.2 研究假設 15
2.2.1 鄉村旅遊地品牌個性和旅遊者自我一致性 15
2.2.2 鄉村旅遊地品牌個性和遊客行為意向 17
2.2.3 旅遊者自我一致性和遊客行為意向 18
2.2.4 旅遊者自我一致性的仲介作用 19
2.3 研究模型 20
第三章 研究設計與研究方法 21
3.1 案例地概況 21
3.2 變數測量與問卷設計 22
3.3 問卷前測與修訂 25
3.4 正式調研與資料收集 26
3.5 分析方法 26
第四章 研究結果與實證分析 28
4.1 樣本人口統計學特徵分析 28
4.2 同源偏差檢驗 30
4.3 量表的信效度檢驗 31
4.3.1 信度檢驗 31
4.3.2 效度檢驗 32
4.4 相關性分析 34
4.5 人口統計學變數對行為意向的差異性分析 35
4.5.1 性別對行為意向的差異性分析 35
4.5.2 年齡對行為意向的差異性分析 36
4.5.3 學歷對行為意向的差異性分析 37
4.5.4 月收入對行為意向的差異性分析 38
4.6 假設檢驗 39
4.6.1 結構方程模型適配度檢驗 39
4.6.2 直接效應檢驗 40
4.6.3 仲介效應檢驗 41
第五章 研究結論與展望 45
5.1 研究結論 45
5.2 啓示與展望 50
5.2.1 理論啓示 50
5.2.2 管理建議 51
5.2.3 研究不足及未來展望 53
參考文獻 55
作者簡歷 60
附 錄 61
摘 要 III
Abstract IV
目 錄 VI
第一章 緒 論 1
1.1 研究背景 1
1.2 研究問題和研究目的 3
1.3 研究意義 4
1.3.1 理論意義 4
1.3.2 實踐意義 5
1.4 論文結構 6
第二章 文獻綜述與理論模型 8
2.1 文獻綜述 8
2.1.1 品牌個性 8
2.1.2 自我一致性 10
2.1.3 旅遊者行為意向 14
2.2 研究假設 15
2.2.1 鄉村旅遊地品牌個性和旅遊者自我一致性 15
2.2.2 鄉村旅遊地品牌個性和遊客行為意向 17
2.2.3 旅遊者自我一致性和遊客行為意向 18
2.2.4 旅遊者自我一致性的仲介作用 19
2.3 研究模型 20
第三章 研究設計與研究方法 21
3.1 案例地概況 21
3.2 變數測量與問卷設計 22
3.3 問卷前測與修訂 25
3.4 正式調研與資料收集 26
3.5 分析方法 26
第四章 研究結果與實證分析 28
4.1 樣本人口統計學特徵分析 28
4.2 同源偏差檢驗 30
4.3 量表的信效度檢驗 31
4.3.1 信度檢驗 31
4.3.2 效度檢驗 32
4.4 相關性分析 34
4.5 人口統計學變數對行為意向的差異性分析 35
4.5.1 性別對行為意向的差異性分析 35
4.5.2 年齡對行為意向的差異性分析 36
4.5.3 學歷對行為意向的差異性分析 37
4.5.4 月收入對行為意向的差異性分析 38
4.6 假設檢驗 39
4.6.1 結構方程模型適配度檢驗 39
4.6.2 直接效應檢驗 40
4.6.3 仲介效應檢驗 41
第五章 研究結論與展望 45
5.1 研究結論 45
5.2 啓示與展望 50
5.2.1 理論啓示 50
5.2.2 管理建議 51
5.2.3 研究不足及未來展望 53
參考文獻 55
作者簡歷 60
附 錄 61
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2. Aaker, J., & Fournier, S. (1995). A brand as a character, a partner and a person: Three perspectives on the question of brand personality. ACR North American Advances, 22, 391-395.
3. Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
4. Aaker, J. L. (1999). The malleable self: The role of self-expression in persuasion. Journal of marketing research, 36(1), 45-57.
5. Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of tourism research, 27(3), 785-804.
6. Beerli, A., Meneses, G. D., & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.
7. Chon, K.-S. (1992). Self-image/destination image congruity. Annals of Tourism Research, 19(2), 360-363.
8. Chua, B.-L., Kim, H.-C., Lee, S., & Han, H. (2019). The role of brand personality, self-congruity, and sensory experience in elucidating sky lounge users’ behavior. Journal of Travel & Tourism Marketing, 36(1), 29-42.
9. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of marketing, 56(3), 55-68.
10. Ekinci, Y., & Hosany, S. (2006). Destination personality: An application of brand personality to tourism destinations. Journal of travel research, 45(2), 127-139.
11. Gardner, B. B., & Levy, S. J. (1999). The product and the brand. Sidney J. Levy und Dennis W. Rook (Hg.): Brands, consumers, symbols, & research. Sidney J. Levy on marketing. Thousand Oaks, Calif: Sage Publications, 131-141.
12. Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality: The impact of socially desirable responding. International Journal of Market Research, 46(2), 205-233.
13. Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of business research, 59(5), 638-642.
14. Hosany, S., Ekinci, Y., & Uysal, M. (2007). Destination image and destination personality. International Journal of Culture, Tourism and Hospitality Research, 1(1), 62-81.
15. Jamal, A., & Goode, M. M. (2001). Consumers and brands: a study of the impact of self‐image congruence on brand preference and satisfaction. Marketing intelligence & planning, 19(7), 482-492.
16. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
17. Khazaei Pool, J., Khodadadi, M., & Asadi, A. (2018). The impact of congruence between self-concept and destination personality on behavioural intentions for visiting an Islamic-historical destination. Tourism and Hospitality Research, 18(3), 378-387.
18. Kim, M., & Thapa, B. (2018). The influence of self-congruity, perceived value, and satisfaction on destination loyalty: a case study of the Korean DMZ. Journal of Heritage Tourism, 13(3), 224-236.
19. Landon Jr, E. L. (1974). Self concept, ideal self concept, and consumer purchase intentions. Journal of consumer research, 1(2), 44-51.
20. Lapierre, J., Filiatrault, P., & Chebat, J.-C. (1999). Value strategy rather than quality strategy: A case of business-to-business professional services. Journal of business research, 45(2), 235-246.
21. Levy, S. J. (1959). Symbols For Sale. Harvard Business Review, 37, 117-119.
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