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研究生：	凌國傑 Ling, Guo-Jie
論文名稱：	觀光工廠品牌權益之探討－以三家食品業者為例 Examining Customers’ Perceptions of Brand Equity from Three Tourism Factories
指導教授：	周學雯 Chow, Hsueh-Wen
學位類別：	碩士 Master
系所名稱：	管理學院 - 體育健康與休閒研究所 Institute of Physical Education, Health & Leisure Studies
論文出版年：	2014
畢業學年度：	102
語文別：	英文
論文頁數：	75
中文關鍵詞：	品牌知曉、知覺品質、品牌聯想、品牌忠誠度
外文關鍵詞：	Brand Awareness, Perceived Quality, Brand Association, Brand Loyalty
相關次數：	點閱：135 下載：8
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觀光工廠是兼具休閒觀光、教育遊憩且有助提升品牌形象的新型態複合式場域。近來由於食品安全問題常被社會大眾放大檢視，許多食品業者嘗試以設立觀光工廠來爭取品牌優質形象，但實務上卻鮮少觀光工廠應如何提升品牌效益的研究。因此，本研究旨在以品牌權益架構來探討民眾參訪觀光工廠後對品牌之感受，做為日後食品類觀光工廠實務經營之參考依據。方法上先將2013年經濟部登記有案的55間食品相關觀光工廠區分為高、中、低知名度組做為控制變因，並從高知名度組中選出3間目標觀光工廠分別為黑橋牌香腸博物館、郭元益糕餅博物館及白蘭氏健康博物館，發放第一階段開放式問卷作為發展量表之參考，再發放第二階段問卷，共收回312份有效問卷。資料透過信效度檢驗、描述性統計、t檢定及多元迴歸分析結果發現，遊客參訪觀光工廠後的品牌聯想(β=.429，t=7.115，p=.000)與知覺品質(β=.200，t=3.315，p=.001)能顯著且正向影響品牌忠誠度，解釋變異量為37.3%。此結果與過去文獻相符，品牌權益構面中的品牌聯想對品牌忠誠度之影響力最大，知覺品質對品牌忠誠度之影響為其次，而品牌知曉對品牌忠誠度之影響則不顯著。研究建議觀光工廠的經營應優先著重於提高遊客在場域內的體驗聯想，輔以加強品牌品質的優勢呈現，進而達到遊客對品牌忠誠度的提升。本研究並針對此議題做更深入實務的探討。

Tourism factories are a complex space which provides functions of tourism, recreation, education and even ways of promoting brand image. While people now are putting an emphasis on food safety, there have been more and more companies running tourism factories in Taiwan in order to promote their company image. However, there is little previous research discussing the brand value of running tourism factories. The aim of this research is to examine customers’ perceptions of brand value of tourism factories through the concept of brand equity. This study selects three food tourism factories with the same level of brand awareness, the Black Bridge Sausage Tourism Factory, BRAND'S Health Museum and the Kuo Yuan Ye Museum of Cake and Pastry. The first stage involved distributing an open-ended questionnaire as a reference to help develop the survey questionnaire, and the second stage received 312 valid samples. The data were analyzed by reliability and validity analysis, t-test and multiple regression analysis. The results show that there are significant positive correlations between brand association and brand loyalty (β=.429，t=7.115，p=.000), and between perceived quality and brand loyalty (β=.200，t=3.315，p=.001); the proportion of variance explained is 37.3%. The results are similar to previous studies concerning brand equity; brand association has the greatest influence on brand loyalty, and secondly brand loyalty is also positively affected by perceived quality. However, the relationship between brand awareness and brand loyalty is not significant. The results suggest that tourism factories should put an emphasis on getting people to experience their brand and prompting people to build up the connection between the brand and themselves as a priority. Secondly, transmitting the message of good quality to tourists will also contribute to enhancing brand loyalty.

List of Contents
Chapter                                                          Page
CHAPTER ONE INTRODUCTION	1
1.1 Research Background	1
1.2 Research Objectives	3
CHAPTER TWO LITERATURE REVIEW	4
2.1 Industrial Tourism	4
2.2 Tourism Factories	7
2.3 Brand Equity	9
2.3.1 Brand Equity Model	10
2.4 Domestic Travel Overview in Taiwan	15
CHAPTER THREE METHODOLOGY	17
3.1 Research Procedure	18
3.2 Sampling	19
3.2.1 Black Bridge Sausage Museum (Tainan)	19
3.2.2 BRAND'S Health Museum (Changhua)	20
3.2.3 Kuo Yuan Ye Museum of Cake and Pastry (Taoyuan)	20
3.3 Open-Ended Questionnaire	21
3.4 Questionnaire Design	22
3.4.1 Brand Awareness	23
3.4.2 Perceived Quality	24
3.4.3 Brand Association	25
3.4.4 Brand Loyalty	26
3.5 Data Analysis	27
3.5.1 Reliability Analysis	27
3.5.2 Validity Analysis	27
3.5.3 Descriptive Statistical Analysis	28
3.5.4 Student's t-test (t-test) and Analysis of Variance (ANOVA)	28
3.5.5 Multiple Regression	28
CHAPTER FOUR ANALYSIS AND RESULTS	30
4.1 Open-Ended Data Analysis	30
4.2 The Sampling Frame	31
4.3 Reliability Analysis and Validity Analysis	35
4.4 t-test and ANOVA Statistics	39
4.5 Multiple Regression	42
CHAPTER FIVE DISCUSSIONS AND CONCLUSIONS	49
5.1 Discussion	49
5.2 Conclusions	50
5.3 Research Suggestions	52
5.4 Research Contributions	57
5.5 Research Limitations	58
Reference	59
Appendix	65

 
List of Tables
Table                                                            Page
Table 2.1 Monthly Income of Major Jobs for Employees in Taiwan………………		16
Table 3.1 The Target Tourism Factories.…………………..…………………...….	21
Table 3.2 Questionnaire Items of Brand Awareness…….…………………….…....		23
Table 3.3 Questionnaire Items of Perceived Quality………………………….…....		24
Table 3.4 Questionnaire Items of Brand Association……………………………....		25
Table 3.5 Questionnaire Items of Brand Loyalty…………………………………..		26
Table 4.1 Data Results of Open-Ended Questionnaire……………………….…....		31
Table 4.2 Characteristics of Respondents…………………………………..….…... 	33
Table 4.3 Behavior of Respondents Related to Tourism Factories……………...….	 34
Table 4.4 Factor Analysis and Reliability Analysis by 5-Points Likert Scale…...…		37
Table 4.5 Absolute Fit Indexes……………………………………...…………...…		38
Table 4.6 t-test in Travel Style…………..………………..……………...…..……..		39
Table 4.7 t-test in Product-Used Experience…………………………………….....		40
Table 4.8 t-test of Interpreter Guidance……………………………………………..	40
Table 4.9 t-test of Staff Presentation………………………………………………..		41
Table 4.10 The ANOVA Analysis of Variables in Demographics on Brand Equity..	42
Table 4.11 The Results of Multiple Regression (Brand Loyalty)………………..…	43
Table 4.12 The Results of Multiple Regression (Brand Association)………………	45
Table 4.13 The Results of Multiple Regression (Perceived Quality)……..………..	47
Table 4.14 The Mean Value and Ranking of Items in Questionnaire……..………..	48
 
List of Figures
Figure                                                            Page
Figure 2.1 Reasons and Value of Tourism Factory…………………………………		8
Figure 2.2 Brand Equity Pyramid…………………………………………………..		10
Figure 2.3 The Construction of Brand Equity………………………………………	14
Figure 3.1 Research Procedure…………………………………...…………………	18
Figure 4.1 The Regression Structure (Brand Loyalty as Dependent Variable)……..	44
Figure 4.2 The Regression Structure (Brand Association as Dependent Variable)…	46
Figure 4.3 The Regression Structure (Perceived Quality as Dependent Variable)….	47
Figure 5.1 Atmosphere in Tourism Factories………….……………...…………….	55
Figure 5.2 Mascots on a Sports Field………………………….…………………… 	57

                                    

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校內：2019-08-27公開
校外：2021-01-01公開

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