Studies on the city brand from the behavior tention of visitors

• Main Authors: Tzu-wei Soong, 宋子煒
• Other Authors: WANG,ZHI-YONG
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/77876318596462593470

碩士 === 大仁科技大學 === 休閒健康管理研究所 === 99 === After the acceptance of metropolitan marketing concept in 1992, it became more important to the pursuit and setup of metropolitan brand image, and Kaohsiung city has also become the first example of metropolitan marketing implementation in Taiwan. Currently, the global tourism market environment has headed towards metropolitan brand direction, and information media broadcasting has become the best marketing tool. Hence, how to extend the metropolitan brand image of Kaohsiung City has become the research focus of this study. In the first place, it can attract the tourism of people around the world, and in the second place, it can be used as policy reference in the future implementation of metropolitan marketing by the Kaohsiung government. In the past research, the researchers usually put the focus on the research of brand image, satisfaction and loyalty, and the real content factor investigation on the tourist is usually neglected. The research objective of this thesis is to investigate tourist’s different view on the metropolitan brand image of Kaohsiung. The inspection starts from tourist’s different views (from the internal journey) on Kaohsiung city’s tourism that causes the cause and effect relation of intention behavior; the survey scope of this thesis is mainly based on the tourism sites in Kaohsiung city, and the non-Kaohsiung tourists are used as the research targets. Meanwhile, random sampling questionnaire survey is adopted, and the survey period was from April 01, 2011 to April 14 2011. A total of 410 survey questionnaires were issued, after the return and after the removal of 10 copies with missing filled of data, the effective survey questionnaire turned out to be 400. Furthermore, descriptive statistic, item analysis, exploratory analysis, reliability analysis, T-text, one-way ANOVA, Pearson product-moment correlation analysis and stepwise multiple regression analysis were adopted for all the analyses. From the research result of this thesis, it can be seen that city brand will significantly affect the internal perceived value, cognition and memory, involvement and emotion and motive of the tourists, hence, the building and setup of city’s brand will affect the intention and interest of the tourists to visit. In recent years, due to the transition and change of the development of Kaohsiung City, tourists tend to have pretty high acceptance on the brand building of Kaohsiung city, high evaluation score is usually given. Kaohsiung city is a city that has been polluted by heavy industry for a long period of time, and it usually gives people the stiff image of a city of industry. But today, it has been changed to a new face of city aesthetical development, and it is also a successful demonstration of city’s brand beautifying strategy as promoted by Kaohsiung City Government; furthermore, the attention paid on the real internal feeling of the tourists is also an important way to build and to reinforce city’s brand. Therefore, how to enhance tourist’s tourism expectation on Kaohsiung city is also an important strategic thinking of Kaohsiung City Government in promoting city’s brand. This is because the level of the internal tourism expectation from the tourist will affect directly tourist’s willingness to go for a tour. Finally, tour quality and credit will also affect tourist’s entire evaluation and thinking on city’s brand, hence, how to ensure the tour quality and credit of the city will for sure become important topic and focus of the current Kaohsiung City Government in promoting tourism and in building city’s brand.