近年來，台灣之國際觀光旅館經營面臨激烈的競爭環境，因此如何塑造良好的品牌個性顯得格外重要，本研究探討消費者對國際觀光旅館品牌個性、品牌自我一致性、品牌來源國好感度與住宿意願間之因果關係。本研究以國際觀光旅館潛在客群為對象，採便利抽樣方式進行問卷發放，總計發送364份問卷，回收有效問卷326份。回收之問卷資料利用SPSS及AMOS分析軟體進行實證分析。研究結果顯示，品牌個性對住宿意願具有顯著正向之影響、品牌個性對品牌自我一致性有顯著正向之影響、品牌自我一致性對住宿意願有顯著正向之影響、品牌來源國好感度對住宿意願有顯著正向之影響。品牌自我一致性在品牌個性與住宿意願間扮演部分中介角色。品牌來源國好感度對品牌個性與住宿意願，以及品牌自我一致性與住宿意願間具有調節效果。本研究結果具有管理上之意涵，並可供後續研究之參考。
Recently, the hotel industry in Taiwan faces a competitive environment. Therefore, to create a favorable brand personality is particularly important. The purpose of this study is to identify the relationships among brand personality, brand self-congruity, intention to stay, and consumer affinity toward original country of brand. The data collection was by convenience sampling. A convenience sample of potential customers of the international tourist hotels was chosen. Total 364 surveys were received and 326 valid samples were used for this study. Data was analyzed via SPSS and AMOS package software. The results showed that barnd personality, brand self-congruity, and consumer affinity toward original country of brand had a significant positive impact on intention to stay. Barnd personality had a significant positive impact on band self-congruity. In addition, the relationship between barnd personality and intention to stay was partially mediated by brand self-congruity. It was also found consumer affinity toward original country of hotel brand had a moderating effect on barnd personality and intention to stay, as well as brand self-congruity and intention to stay. These findings have managerial implications and provide useful reference data for future research.
