ASIA unversity:Item 310904400/12488
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    題名: A Structural Model for Exploring the Influence of Bed and Breakfast Accommodation Sector on a Destination Development
    作者: Wu, YingYing
    貢獻者: 亞洲大學休閒與遊憩管理學系碩士班
    Hsi-Peng Tseng;Sharon F.H. Pang
    關鍵詞: Bed and Breakfast Destination;Bed and Breakfast particular image;Place Attachment;Brand Personality;Tourist loyalty
    日期: 2012
    上傳時間: 2012-11-18 08:17:09 (UTC+0)
    出版者: Asia University
    摘要: In Taiwan, the B&B (bed and breakfast) industry has been developing rapidly, and the percentage of nationals staying in a B&B in a domestic trip has been increasing year by year. Although B&Bs feature their services and attraction, the occupancy rates are still rather low, revealing the fact that an efficient and complete plan for B&Bs in Taiwan is needed. This study proposed a B&B marketing model with the concepts of “B&B destination” and “brand” as the core, building a fundamental model consisting of 5 variables, including B&B particular image, destination image, place attachment, brand personality, and tourist loyalty, in order to understand the influences of B&Bs on destinations. And SEM was applied to verify the model. The main research findings are summarized as below: (1) B&Bs played the role of releasing attraction in destinations; (2) B&B particular images positively influenced not only destination images, but also tourist loyalty; and (3) destination images not only influenced tourists’ place attachment for destinations and brand personality, but also indirectly influenced tourist loyalty through the intermediating effects of place attachment and brand personality. In sum, the B&B marketing model with the B&B destinations being the core built by this study was verified. And the performance was satisfying. It can be used as a reference for future B&B branding management.
    顯示於類別:[休閒與遊憩管理學系] 博碩士論文

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