美食觀光目的地品牌熟悉度、品牌權益與旅遊意願關係之研究

Abstract

本研究旨在探討美食觀光目的地品牌熟悉度、品牌權益與旅遊意願之關係。採取問卷調查法，以臺灣作為美食觀光目的地，訪臺遊客為研究對象。依來臺人數比例取樣，問卷共發放450份，有效問卷為407份，回收率90%。本研究使用之統計分析方法為專家效度分析、項目分析、因素分析、信度分析、描述性統計分析、積差相關分析以及迴歸分析等。

本研究重要發現如下: 1. 來臺遊客主要目的為品嚐美食的受訪者居多(27.3%)。 2. 來臺遊客造訪之餐飲設施以夜市最多(84.5%)。 3. 來臺遊客的資訊來源以旅行社的比例最高(49.4%)。 4. 品牌熟悉度對品牌權益有顯著正向影響。 5. 品牌熟悉度對旅遊意願有顯著正向影響。 6. 品牌權益對旅遊意願有顯著正向影響。 7. 品牌熟悉度在知覺品質與旅遊意願之間有顯著正向調節效果。 8. 品牌熟悉度在品牌忠誠度與旅遊意願之間有顯著正向調節效果。

The study explored the relationship of brand familiarity, brand equity and travel Intentions in culinary tourism destination. Adopted the questionnaire survey, took Taiwan as culinary tourism destination, and the object of study was the tourists who visited Taiwan . According to all previous years coming to Taiwan population proportion sample, the questionnaire altogether provided 450, the effective questionnaire was 407, the effective returns-ratio was 90%. The utilized statistical methods in the study were expert validity analysis, item analysis, factor analysis, reliability analysis, descriptive statistics analysis, product-moment correlation analysis, and regression analysis and so on.

The major findings of the study were as following: 1. The number of tourists to Taiwan for culinary was the most (27.3%). 2. Tourists to Taiwan enjoyed visiting night markets most (84.5%). 3. Tourists to Taiwan received the tour information mainly from travel agency (49.4%). 4. Brand familiarity was evidently positive to brand equity. 5. Brand familiarity was evidently positive to travel intentions. 6. Brand equity was evidently positive to travel intentions. 7. Brand familiarity obviously had positive moderating effect between perceived quality and travel intentions. 8. Brand familiarity obviously had positive moderating effect between brand loyalty and travel intentions.