| 摘要: | 「喜歡一個地方(目的地)，嚮往親臨此地」，是目的地旅遊研究的重要議題，但由於時間、成本等因素的受限，加上後疫情時代種種限制的因素，使得它有較高的難度，而「喜歡一個地方(國家或區域)的產品，則是目的地品牌行銷的議題，人們更容易透過購買與特定地點產生連結。
本研究以慢時尚商業模式為背景，引用情感資訊理論和關聯網路邏輯，探討「品牌-地點」關連，區分了情感和認知效果，思考消費者是否透過目的地品牌的產品，而對目的地產生地方上的愛戀(地方依附)，以及背後的作用機制。以慢時尚品牌為研究情境，形成「品牌忠誠-地方印象-地方依附」的研究架構。研究架構以地方依附為因變數，產品品牌忠誠為自變數，地方印象為中介數，文化與社會距離為調節變數。
研究結果顯示地方印象、品牌忠誠、地方依附之間的路徑假說獲得部分支持，文化距離與社會距離也具有部分調節作用。研究結論將可以為目的地行銷人員提供有價值的指引，思考「品牌-地點」之間的行銷策略。
"Like a place (destination) and yearn to visit this place in person" is an important topic in destination tourism research, but due to time, cost and other factors, coupled with various restrictions in the post-epidemic era, it has a relatively high difficulty, and "like a product in a location (country or region) is a topic of destination brand marketing, and it is easier for people to connect with a specific location through purchase.
Based on the background of slow fashion, this study uses affect information theory and association network logic to explore the "brand-place" association, distinguishes between affect and cognitive effects, and considers whether consumers are interested in the destination through the products of the destination brand. A love for place (place attachment) and the mechanism behind it. Taking the slow fashion brand as the research situation, a research framework of "brand loyalty-place image-place attachment" is formed. The research framework takes place attachment as the dependent variable, product brand loyalty as the independent variable, place image as the mediator, cultural and social distance as moderating variables.
The research results show that the path hypothesis among place image, brand loyalty and place attachment is partially supported, and cultural distance and social distance also have a partial moderating effect. The research conclusions will provide valuable guidance for destination marketers to think about the marketing strategy between "brand-location". |
