| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 101 === The purpose of this study is to explore the differences in tourist loyalty effect as result of rural winery factory’s (Da-Hu and Shin-Yi) with different operating systems and brand personalities. According to previous Brand study, it mainly associates with traditional consumer goods. The main thread of the study is to combine tourist areas with brand personality. The use of brand in tourism marketing research is rarely been discussed. Therefore, the research uses rural winery factory’s in farmers’ association operation as the subject. It compares Da-Hu winery factory’s and Shin-Yi winery factory’s to explore the four dimensions of brand personality of rural winery factory’s and its effects on tourist loyalty. They are excitement, competence, sincerity, sophistication.
Based on the research background and motivation, the study has the following three objectives. First, it explores the differences in brand personalities between Da-Hu and Shin-Yi rural winery factory’s. Second, it explores the differences in tourist loyalty between Da-Hu and Shin-Yi rural winery factory’s. Third, it explores the influence of brand personality to the tourist loyalty. The research targets are the tourists from Da-Hu and Shin-Yi rural winery factory’s. The collected questionnaires those are valid, totaling of 454, 252 of Da-Hu and 202 of Shin-Yi. The methodology blends with SPSS18.0 descriptive statistical analysis, T test, and the ANOVA with Amos18.0 statistical software for structural modeling analysis. In order to compare and analyze the brand personality of Da-Hu and Shin-Yi winery factory’s, the study adopts overall model fit and variable causal relationship.
The empirical evidences show that the majority of tourists are young female in Da-Hu winery factory’s, and are middle-aged male in Shin-Yi winery factory’s. Lastly, the result of structural modeling analysis shows that the brand personalities of Da-Hu winery factory’s are excitement and sophistication, and the brand personalities of Shin-Yi winery factory’s are excitement and competence. Both winery factory’s have significant tourist loyalty.
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