Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory
碩士 === 國立東華大學 === 觀光暨休閒遊憩學系 === 100 === This is an empiracal study based on the theory of self-congruity. This study contrubutes to the advancement of the self-congruity theory by providing empirical results that demonstate the relationships between “destination brand personality”, “self-congrui...
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ndltd-TW-100NDHU55710052016-02-21T04:19:30Z http://ndltd.ncl.edu.tw/handle/59544751816387837710 Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory 華山1914.文創園區目的地品牌人格特質與遊客自我概念一致性之研究 Tai-Chia Yu 余岱珈 碩士 國立東華大學 觀光暨休閒遊憩學系 100 This is an empiracal study based on the theory of self-congruity. This study contrubutes to the advancement of the self-congruity theory by providing empirical results that demonstate the relationships between “destination brand personality”, “self-congruity”, and “travel intentions”. Survey was conducted in July 2011 at “Huashan1914. Creative Park” using purposeful sampling method, and a total of 665 valid responses were collected. Seven key factors of “Huashan1914. Creative Park’s” brand personality were extracted, namely, “multicultural arts”, “dynamic fashion”, “sincere and practical”, “sensible and independent”, “charming”, “fun”, and “forefront leadership”. The results of multiple regression analysis indicated that the destination brand personality factors of “multicultural arts”, “sincere and practical”, and “charming” have a significant positive relationship with tourists’ intention to re-visit and recommend; the ideal and ideal social self-congruity also have a significant positive relationship with the travel intentions; in addition, the destination brand personality has a significant positive effect on the self-congruity of the visitors. However, the self-congruity is not the mediator between destination brand personality and visitors’ travel intentions. Finally, this study not only provides the basis of developing marketing positioning for “Huashan1914. Creative Park”, it also examines the application of self-congruity theory in cultural creative tourism, and recommendations for future research has been proposed. Lai-Hsin Lai 賴來新 2012 學位論文 ; thesis 122 zh-TW |
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碩士 === 國立東華大學 === 觀光暨休閒遊憩學系 === 100 === This is an empiracal study based on the theory of self-congruity. This study contrubutes to the advancement of the self-congruity theory by providing empirical results that demonstate the relationships between “destination brand personality”, “self-congruity”, and “travel intentions”. Survey was conducted in July 2011 at “Huashan1914. Creative Park” using purposeful sampling method, and a total of 665 valid responses were collected. Seven key factors of “Huashan1914. Creative Park’s” brand personality were extracted, namely, “multicultural arts”, “dynamic fashion”, “sincere and practical”, “sensible and independent”, “charming”, “fun”, and “forefront leadership”.
The results of multiple regression analysis indicated that the destination brand personality factors of “multicultural arts”, “sincere and practical”, and “charming” have a significant positive relationship with tourists’ intention to re-visit and recommend; the ideal and ideal social self-congruity also have a significant positive relationship with the travel intentions; in addition, the destination brand personality has a significant positive effect on the self-congruity of the visitors. However, the self-congruity is not the mediator between destination brand personality and visitors’ travel intentions. Finally, this study not only provides the basis of developing marketing positioning for “Huashan1914. Creative Park”, it also examines the application of self-congruity theory in cultural creative tourism, and recommendations for future research has been proposed.
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Lai-Hsin Lai |
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Lai-Hsin Lai Tai-Chia Yu 余岱珈 |
author |
Tai-Chia Yu 余岱珈 |
spellingShingle |
Tai-Chia Yu 余岱珈 Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory |
author_sort |
Tai-Chia Yu |
title |
Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory |
title_short |
Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory |
title_full |
Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory |
title_fullStr |
Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory |
title_full_unstemmed |
Linking Visitors’ Self-concept and Destination Brand Personality in the Huashan1914. Creative Park: Applying the Self-congruity Theory |
title_sort |
linking visitors’ self-concept and destination brand personality in the huashan1914. creative park: applying the self-congruity theory |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/59544751816387837710 |
work_keys_str_mv |
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