苗栗客家大院品牌形象、行銷組合與重遊意願之相關研究
| Autor: | LIU,HSIANG-CHUN, 劉香君 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 In recent years, people have paid more attention to living quality, and have emphasized more on cultural tourism. Hakka culture is one of the important parts that government has actively reserved. “Hakka compound” is the primary and representative construction for Hakka culture that Miaoli government wants to promote it to attract more tourists, to accelerate the economy of Miaoli, and thereby to promote Hakka culture. “Hakka compound” is an innovative tourist spots which combines traditional Hakka culture with innovative activities to give tourists a brand new experience, so “Hakka compound” apparently becomes an important tourist spots in Miaoli County.During the period of 2013 to 2015, Miaoli government has built many Hakka tourist attractions. This study focuses on how to revive this old courtyard through brand image and marketing packages to maintain the numbers of tourists. Through questionnaires and quantitative analysis to verify the research methods, this study hopes to provide useful suggestions for “Hakka compound’s” management to improve its traveling quality. In this research, “Hakka compound” is our research target. Based on related studies, we consider brand image and marketing packages as this research hypothesis. There are totally effective 533 returned questionnaires. We use SPSS 2.1 and Partial Least Squares (PLS) as research tools to analyze the descriptive statistics, to examine its reliability and the validity, and to have results of Structure Equation Modeling and adjusted-goodness-of-fit index of this research. The results of this research are listed as below(1)There are significant relationship between brand image and marketing packages.(2)There are significant relationship between marketing packages and revisit intention.(3)There are significant relationship between brand image and Revisit Intention. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
| Externí odkaz: |
|