本校學位論文庫
CITYU Theses & Dissertations
論文詳情
致谢 I
執行摘要 Ⅱ
Executive Abstract IV
目 錄 VI
圖目錄 VIII
表目錄 IX
1.1 研究背景 1
1.2 研究目的 2
1.3 研究意義 3
1.3.1理論意義 3
1.3.2实践意義 4
第二章 文獻綜述 5
2.1 主題公園 5
2.2 品牌個性 5
2.2.1 品牌個性的定義 5
2.2.2 Aasker的品牌個性維度 6
2.2.3 品牌個性維度的本土化 8
2.3 自我一致性 10
2.3.1 自我概念 10
2.3.2 自我一致性 11
2.3.3 旅遊領域的自我一致性 11
2.4 遊客忠誠 12
2.4.1 顧客忠誠 12
2.4.2 遊客忠誠 13
2.4.3 國內的遊客忠誠發展 14
第三章 研究方法 15
3.1 研究假設 15
3.1.1 主題公園品牌個性和遊客忠誠關係 15
3.1.2 主題公園品牌個性和自我一致性 16
3.1.3 自我一致性與顧客忠誠關係 17
3.1.4 自我一致性對主題公園品牌個性與遊客忠誠起仲介作用 18
3.2理論模型 19
3.3研究方法 19
3.4問卷設計 20
3.5 數據收集 22
3.6 數據分析 23
3.6.1描述統計分析法 23
3.6.2問卷信效度檢驗 24
3.6.3 結構方程檢驗 24
第四章實證分析 26
4.1樣本特徵分析 26
4.2描述性統計及正態分佈 27
4.3相關性分析 29
4.4共同方法偏差檢驗 30
4.5信度分析 30
4.6效度分析 32
4.7結構模型檢驗 36
4.7.1 模型的解釋能力 36
4.7.2 模型的預測能力 37
4.7.3模型適配度 37
4.8直接效應和仲介效應檢測 38
4.8.1 直接效應檢測 38
4.8.2 仲介效應檢測 40
第五章研究結論與展望 41
5.1研究結論 41
5.1.1 迪士尼樂園的品牌個性維度 43
5.1.2 主題公園品牌個性、自我一致性與遊客忠誠之間具有關聯性 43
5.2理論與管理啟示 45
5.2.1 理論啟示 45
5.2.2 管理啟示 47
5.3研究不足與未來展望 50
參考文獻 52
附 录 59
作者簡歷 59
迪士尼乐园主题调查问卷 60
張文正
范雪丰
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
2023
主題公園品牌個性對遊客忠誠的影響以自我一致性為仲介作用 : 以迪士尼樂園為例
The Effects of Theme Park Brand Personality on Tourist Loyalty : Mediating Effect of Self-Consistency : The Data from Disneyland
主題公園 ; 品牌個性 ; 自我一致性 ; 遊客忠誠 ; 品牌建設
theme park ; brand personality ; self-consistency ; tourist loyalty ; brand building
公開日期：29/5/2027
近年來，隨著旅遊市場的不斷擴大，導致了旅遊產品同質化現象日益嚴重，使得各個旅遊目的地和服務提供商在激烈的市場競爭中尋求差異化發展。在這一背景下，我們以主題公園為切入點，引入自我一致性理論和品牌個性理論，旨在深入探究主題公園品牌個性與遊客忠誠之間的關係。
具體來說，我們針對遊客遊後行為，構建了主題公園品牌個性、真實自我一致性、理想自我一致性以及遊客忠誠的關係模型。模型考慮了主題公園品牌個性對遊客忠誠的直接影響，探討了自我一致性在兩者之間的仲介作用。我們選擇了迪士尼樂園作為取樣地點，通過問卷調查的方式收集樂406份有效問卷。
之後筆者運用了SMARTPLS3.0和SPSS27等軟體，採用結構方程模型等方法對數據進行了分析和解讀。分析結果表明，本土化品牌個性中的“仁”、“樂”和“雅”等個性在主題公園中表現較為突出，這些個性特徵不僅符合中國遊客的文化背景和審美需求，也有助於提升主題公園的品牌形象和吸引力。研究還發現主題公園品牌個性能夠直接影響遊客忠誠。具體來說，品牌個性的積極特徵能夠增強遊客對主題公園的認同感和歸屬感，進而促進遊客的重複訪問和口碑傳播。同時，自我一致性在主題公園品牌個性與遊客忠誠之間起到了仲介作用。遊客在遊覽主題公園時，會將自己的價值觀、興趣愛好等與主題公園的品牌個性進行比對和匹配，當兩者較為一致時，遊客的滿意度和忠誠度就會相應提升。
這一研究結果不僅豐富了品牌個性在旅遊產品中的運用理論，也為主題公園的品牌建設提供了有益的啟示。主題公園在塑造品牌個性時，應充分考慮目標市場的文化背景和遊客需求，打造具有獨特魅力和吸引力的品牌形象。同時，主題公園還應通過提升服務品質、豐富活動內容等方式，增強遊客的自我一致性感受，進而提升遊客忠誠度和市場競爭力。
具體來說，我們針對遊客遊後行為，構建了主題公園品牌個性、真實自我一致性、理想自我一致性以及遊客忠誠的關係模型。模型考慮了主題公園品牌個性對遊客忠誠的直接影響，探討了自我一致性在兩者之間的仲介作用。我們選擇了迪士尼樂園作為取樣地點，通過問卷調查的方式收集樂406份有效問卷。
之後筆者運用了SMARTPLS3.0和SPSS27等軟體，採用結構方程模型等方法對數據進行了分析和解讀。分析結果表明，本土化品牌個性中的“仁”、“樂”和“雅”等個性在主題公園中表現較為突出，這些個性特徵不僅符合中國遊客的文化背景和審美需求，也有助於提升主題公園的品牌形象和吸引力。研究還發現主題公園品牌個性能夠直接影響遊客忠誠。具體來說，品牌個性的積極特徵能夠增強遊客對主題公園的認同感和歸屬感，進而促進遊客的重複訪問和口碑傳播。同時，自我一致性在主題公園品牌個性與遊客忠誠之間起到了仲介作用。遊客在遊覽主題公園時，會將自己的價值觀、興趣愛好等與主題公園的品牌個性進行比對和匹配，當兩者較為一致時，遊客的滿意度和忠誠度就會相應提升。
這一研究結果不僅豐富了品牌個性在旅遊產品中的運用理論，也為主題公園的品牌建設提供了有益的啟示。主題公園在塑造品牌個性時，應充分考慮目標市場的文化背景和遊客需求，打造具有獨特魅力和吸引力的品牌形象。同時，主題公園還應通過提升服務品質、豐富活動內容等方式，增強遊客的自我一致性感受，進而提升遊客忠誠度和市場競爭力。
In recent years, with the continuous expansion of the tourism market, various forms of tourism services have sprung up, greatly enriching people's travel choices. However, this has also led to the increasingly serious homogeneity of tourism products, causing various tourism destinations and service providers to seek differentiated development in fierce market competition. In this context, we take theme parks as an entry point and introduce self-consistency theory and brand personality theory, aiming to deeply explore the relationship between theme park brand personality and tourist loyalty.
Specifically, we constructed a relationship model among theme park brand personality, real self-congruity, ideal self-congruity and tourist loyalty based on tourists' post-tour behavior. This model not only considers the direct impact of theme park brand personality on tourist loyalty, but also explores the mediating role of self-congruity between the two. We chose Disneyland as the sampling location and collected 406 valid questionnaires through questionnaire survey.
Afterwards, the author used software such as SMARTPLS3.0 and SPSS27, and used structural equation modeling and other methods to analyze and interpret the data. The analysis results show that the localized brand personalities of "benevolence", "joy" and "elegance" are more prominent in theme parks. These personality characteristics not only meet the cultural background and aesthetic needs of Chinese tourists, but also help to enhance the theme Park branding and appeal. The study also found that theme park brand personality can directly affect visitor loyalty. Specifically, the positive characteristics of the brand personality can enhance tourists' sense of identification and belonging to the theme park, thereby promoting repeated visits and word-of-mouth communication among tourists. At the same time, self-congruity plays a mediating role between theme park brand personality and tourist loyalty. When visiting a theme park, tourists will compare and match their own values, interests and hobbies with the brand personality of the theme park. When the two are consistent, tourists' satisfaction and loyalty will increase accordingly.
This research result not only enriches the theory of the application of brand personality in tourism products, but also provides useful enlightenment for theme park brand building. When shaping brand personality, theme parks should fully consider the cultural background and tourist needs of the target market to create a brand image with unique charm and appeal. At the same time, theme parks should also enhance tourists' sense of self-consistency by improving service quality and enriching activity content, thereby enhancing tourist loyalty and market competitiveness.
Specifically, we constructed a relationship model among theme park brand personality, real self-congruity, ideal self-congruity and tourist loyalty based on tourists' post-tour behavior. This model not only considers the direct impact of theme park brand personality on tourist loyalty, but also explores the mediating role of self-congruity between the two. We chose Disneyland as the sampling location and collected 406 valid questionnaires through questionnaire survey.
Afterwards, the author used software such as SMARTPLS3.0 and SPSS27, and used structural equation modeling and other methods to analyze and interpret the data. The analysis results show that the localized brand personalities of "benevolence", "joy" and "elegance" are more prominent in theme parks. These personality characteristics not only meet the cultural background and aesthetic needs of Chinese tourists, but also help to enhance the theme Park branding and appeal. The study also found that theme park brand personality can directly affect visitor loyalty. Specifically, the positive characteristics of the brand personality can enhance tourists' sense of identification and belonging to the theme park, thereby promoting repeated visits and word-of-mouth communication among tourists. At the same time, self-congruity plays a mediating role between theme park brand personality and tourist loyalty. When visiting a theme park, tourists will compare and match their own values, interests and hobbies with the brand personality of the theme park. When the two are consistent, tourists' satisfaction and loyalty will increase accordingly.
This research result not only enriches the theory of the application of brand personality in tourism products, but also provides useful enlightenment for theme park brand building. When shaping brand personality, theme parks should fully consider the cultural background and tourist needs of the target market to create a brand image with unique charm and appeal. At the same time, theme parks should also enhance tourists' sense of self-consistency by improving service quality and enriching activity content, thereby enhancing tourist loyalty and market competitiveness.
2024
中文
63
致谢 I
執行摘要 Ⅱ
Executive Abstract IV
目 錄 VI
圖目錄 VIII
表目錄 IX
1.1 研究背景 1
1.2 研究目的 2
1.3 研究意義 3
1.3.1理論意義 3
1.3.2实践意義 4
第二章 文獻綜述 5
2.1 主題公園 5
2.2 品牌個性 5
2.2.1 品牌個性的定義 5
2.2.2 Aasker的品牌個性維度 6
2.2.3 品牌個性維度的本土化 8
2.3 自我一致性 10
2.3.1 自我概念 10
2.3.2 自我一致性 11
2.3.3 旅遊領域的自我一致性 11
2.4 遊客忠誠 12
2.4.1 顧客忠誠 12
2.4.2 遊客忠誠 13
2.4.3 國內的遊客忠誠發展 14
第三章 研究方法 15
3.1 研究假設 15
3.1.1 主題公園品牌個性和遊客忠誠關係 15
3.1.2 主題公園品牌個性和自我一致性 16
3.1.3 自我一致性與顧客忠誠關係 17
3.1.4 自我一致性對主題公園品牌個性與遊客忠誠起仲介作用 18
3.2理論模型 19
3.3研究方法 19
3.4問卷設計 20
3.5 數據收集 22
3.6 數據分析 23
3.6.1描述統計分析法 23
3.6.2問卷信效度檢驗 24
3.6.3 結構方程檢驗 24
第四章實證分析 26
4.1樣本特徵分析 26
4.2描述性統計及正態分佈 27
4.3相關性分析 29
4.4共同方法偏差檢驗 30
4.5信度分析 30
4.6效度分析 32
4.7結構模型檢驗 36
4.7.1 模型的解釋能力 36
4.7.2 模型的預測能力 37
4.7.3模型適配度 37
4.8直接效應和仲介效應檢測 38
4.8.1 直接效應檢測 38
4.8.2 仲介效應檢測 40
第五章研究結論與展望 41
5.1研究結論 41
5.1.1 迪士尼樂園的品牌個性維度 43
5.1.2 主題公園品牌個性、自我一致性與遊客忠誠之間具有關聯性 43
5.2理論與管理啟示 45
5.2.1 理論啟示 45
5.2.2 管理啟示 47
5.3研究不足與未來展望 50
參考文獻 52
附 录 59
作者簡歷 59
迪士尼乐园主题调查问卷 60
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