國家觀光品牌形象前置變項與消費意願關係研究

Abstract

根據聯合國世界觀光旅遊組織(UNWTO)調查，從金融海嘯衝擊之後，經濟復甦，2010年8月「世界旅遊晴雨表」(World Tourism Barometer)資料顯示，亞太地區國際觀光客人口成長率高達14％，遠勝過其他地區。2010年上半年我國國際觀光客成長率亦達2位數成長(29%)，優於香港(23%)、新加坡(23%)、南韓(12%)等國，僅次於日本(36%)，數據顯示臺灣觀光的競爭力正在提升之中。 我國交通部觀光局為迎接國際觀光客快速成長，審慎建置「國家觀光品牌形象(CTBI)∼Taiwan, The Heart of Asia」，另設計「心」的圖騰，以配合進行國際文宣廣告，主要訴求重點在提升觀光客產生及來臺旅遊意願。 發展CTBI乃是時勢所趨，本研究乃針對臺灣CTBI之建置過程，其前置變項與影響結果變數進行分析，主要目的在確立及掌控影響CTBI的關鍵性前置變項，並找出有效的「CTBI品牌管理」方法。在研究設計上，「質性」與「量化」分析並用，以提高本研究之「內部效度」與「外部效度」。研究成果可供政府當局研擬「CTBI品牌管理決策」之參考。 在「質性研究」部分，本研究採用「紮根理論+行動研究法」，進行四次「專家焦點團體深入訪談」，所蒐集資料用作臺灣觀光發展之「SWOT分析」，確立「策略矩陣」，並運用行銷定位之「STP分析」，由此獲得「11項觀光資源(特色主題)」旅遊模式。本研究將「11種特色主題」與「臺灣CTBI心型圖騰」比較，且與其他國家之「CTBI」比較，分析其優缺點。本研究另蒐集「臺灣觀光客旅遊滿意度調查」之資料，研究發現：臺灣CTBI圖騰「合理」且「可行」，觀光客旅遊滿意度都在4分以上。 在「量化研究」部分，共使用2套問卷。第1套問卷之設計，先經「文獻探討」，研擬「CTBI前置變項」、「CTBI因素」、「CTBI品牌競爭力」等量表；在「前測」及「信效度檢定」之後，針對「觀光產業及與CTBI有關人員」郵寄及使用電腦問卷，計有效回收問卷366份。經「信效度分析」、「相關分析」、「簡單迴歸與多元迴歸分析」，確立「CTBI之前置變項」四種之中，最具關鍵性影響是「臺灣意象」與「品牌比較」兩種，而且對「臺灣CTBI競爭力」之影響亦達到統計上顯著水準。 在「量化研究」第2套問卷，本研究針對現場收視「CTBI旅遊廣告」的日本、香港、新加坡觀光客樣本，共蒐集問卷1,018份。經「卡方檢定」與「Cramer's V」相關分析，研究發現：「臺灣CTBI廣告宣傳」與「臺灣目的地意象變好」、「來臺旅遊意願提升」都是正相關，且達p<0.01統計上顯著水準。因此證明：臺灣所使用之CTBI廣告，對促進國際觀光客來臺旅遊消費有發生作用。 本研究在進行「質性」與「量化」研究，對統計上不顯著之子構面變數，檢討其原因，並蒐集更多資料支持，另行建立「臺灣CTBI品牌管理概念架構圖」；並針對臺灣現行環境，提出「CTBI品牌管理模式」；對當前臺灣在執行「CTBI品牌管理」可能遭遇之困難，本研究提出解決對策。

According to a report by the United Nations World Tourism Organization (UNWTO), the economic recovery exists after the financial tsunami. The World Tourism Barometer data for August of 2010, showed the international tourist population at Pan-Pacific area increased 14% which is higher than other areas. For the first half year of 2010, the growth rate of the international tourist population of Taiwan is 2-digit (29%) which is higher than Hong Kong (23%), Singapore (23%), South Korea (12%) but lower than Japan (36%). These numbers demonstrate Taiwan’s tourism position is improving. To address the fast growth rate, the Tourism Bureau, Ministry of Transportation and Communication, Republic of China (Taiwan) developed a slogan “Country Tourism Brand Image (CTBI) ~ Taiwan - The Heart of Asia” and also designed a heart-shape logo for use in international promotional literature. The objective of the Tourism Bureau is to attract more tourists by improving willingness to visit Taiwan. This dissertation reviews the Taiwan’s CTBI development process and studies its antecedent and other variables. A major objective is to explore the key antecedent variables of CTBI by developing a useful “CTBI Brand Management” model. This research employs both the qualitative research and quantitative research. The research findings are input for the government agencies developing CTBI brand management strategies. In qualitative research, this dissertation employs grounded theory and action research and conducts expert focus group in-depth interview. The data collected are used in SWOT, strategy matrix, and STP analysis for diagnosing Taiwan tourism development. Analysis addresses Segmentation, Targeting, and Positioning. Eleven distinctive themes relating to tourism models are developed. In addition to, the research not also compares the CTBI of Taiwan and other countries but also deals with the eleven distinctive themes and Taiwan’s CTBI heart shape logo. This study also analyzes Taiwan’s Annual Survey on Visitor Expenditures and Trends. A finding is that Taiwan’s CTBI logo is yielding desired results and the satisfaction level of the tourists is higher than 4. For quantitative research, two kinds of questionnaires are employed. The first questionnaire is developed based on literature review. It covers CTBI antecedents, factors, competitive power and scales. There is pre-test and reliability-validity testing. Questionnaires were distributed to people concerned with the Taiwan tourism industry and CTBI. Distribution by mail and internet yielded 366 useful questionnaires. Through correlation analysis, simple regression and multivariate regression, Taiwan’s image and brand comparison are found to be the two key factors of four antecedents. Both of these have significant impact on CTBI competitive power. In “quantitative research method”, the second questionnaire is distributed to the tourists from Japan, Hong Kong, Singapore who watched the “CTBI travel advertisement” and 1018 useful questionnaires are collected. Through “Chi-square test” and “Cramer’s V” correlation analysis, this study finds “Taiwan CTBI advertisement promotion”, “Taiwan destination image becomes better”, and “willingness to visit Taiwan” are positively correlated and statistically significant with the p<0.01. This study verifies that: the CTBI advertisement used by Taiwan is significantly promoting the international tourists to visit Taiwan and spend time in Taiwan. Based on all, this dissertation discusses some matters. One is why some antecedents do not significantly affect Taiwan’s tourism brand image. Currently, a CTBI brand management model is developed. New modeling involves strategies for overcoming the difficulties which Taiwan faces in CTBI brand management.