中高價位觀光旅館品牌之比較研究：品牌知名度、品牌意象、品牌信任、品牌態度與購買意願

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題名:	中高價位觀光旅館品牌之比較研究：品牌知名度、品牌意象、品牌信任、品牌態度與購買意願
作者:	姜淳方
貢獻者:	觀光事業學系（所）
關鍵詞:	旅館品牌品牌知名度品牌意象認知價值品牌信任品牌態度購買意願
日期:	2011
上傳時間:	2013-03-13 15:36:10 (UTC+8)
摘要:	政府積極推展觀光，來台遊客不斷攀升，加上民國100 年開放陸客自由行的龐大商機，吸引不少國際與本土旅館集團相繼設點與投資，紛紛搶進台北市旅館市場。觀光旅館產業為觀光旅遊相關產業中極具挑戰與影響力的產業。其中「品牌」被許多旅館集團視為重要的資產。台灣近幾年仍處於不景氣的時候，消費者對品牌的信任與態度也是消費者選擇購買的主要考量。雖然品牌知名度與品牌意象之相關研究在餐旅研究並不少見，但是針對品牌信任與品牌態度之研究非常少見，加上選擇中高價位旅館時，品質、價格與價值便有了不一樣的影響，因此本研究比較台北中高價位旅館品牌並驗證品牌知名度、認知品質、認知價格、品牌意象、認知價值、品牌信任、品牌態度與購買意願之關係。研究對象為台北市旅館消費者，採用網路問卷調查的方式，分別針對中價位與高價位的旅館，調查以上品牌相關變數的認知。研究方式包含敘述性統計、驗證性因素分析與線性結構方程式去驗證變數間的因果關係並比較中高價位旅館之不同。研究結果與管理建議可以提供給台北市旅館業界做為管理與經營品牌的參考。 Taiwan’s government is actively promoting tourism, the number of international tourists come to Taiwan is raising in recent days, and the policy of letting Mainland China tourists come to Taiwan as VIF tourist will be executed in 2011. All these reasons attract local and international hotel corporations build and invest more hotels in the market of Taipei. Hotel is a critical sector with challenges and influences among tourism industry. Brand is viewed as an important asset in the hotel industry. Taiwan is experiencing the recession, trust and attitude toward the brand become determinants to make purchase decision for consumers. Researches related with brand awareness and brand image may not be scarce in the hospitality researches, however, studies examining brand trust and attitude are rare. In addition, the influences of quality, price and value would be different when consumers book mid-priced and upper-priced hotels. Therefore, this study attempts to examine the relationships among brand awareness, perceived quality, perceived price, perceived value, brand trust, brand attitude, and purchase intentions with comparing mid-priced and upper-priced hotels. Research sample are Taipei’s hotels customers, survey will be developed, and distribute online to customers. Data analyses will include descriptive analysis, confirmatory factor analysis and structural equation model and compare two models of mid-priced and upper-priced hotels. Research findings and implication will be provided for the hotel managers to manage brand.
顯示於類別:	[觀光事業學系暨研究所 ] 研究計畫

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