ASIA unversity:Item 310904400/10884
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 90120/105278 (86%)
Visitors : 8950189      Online Users : 73
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version


    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/10884


    Title: Building Bed-and-Breakfast Based Destination Brand: Concepts and Building Bed-and-Breakfast Based Destination Brand: Concepts and Structural Model Testing
    Authors: Hsu,Yu-Tze
    Contributors: Department of Leisure and Recreation
    Keywords: Bed-and-Breakfast Based Destination;brand awareness;brand association
    Date: 2010
    Issue Date: 2010-11-07 17:43:56 (UTC+8)
    Publisher: Asia University
    Abstract: The B&B industry are growing very fast in the last decade in Taiwan,
    and results in a competitive market. However, the B&B operators are still not able to provide effective strategies for marketing B&B products. This study proposed a new B&B marketing model based on “destination” concepts, which, by applying the branding concepts, consisted of five variables: brand awareness, B&B related brand associations, destination related brand associations, travel intension, and accommodation intension. The validity of the model was tested by the structural equation modeling.
    The main findings are as follows: 1. the B&B products play the role of tourist attraction in rural tourism destination in Taiwan; 2. the intention of customers staying at B&B is not only influenced by B&B related associations, but also by destination related associations through the mediation effect of traveling intention; 3. for the high perceived awareness B&B destinations, the potential tourist’s accommodation intension was affected by only the mediating effects of destination related associations. 4. For the low perceived awareness B&B destinations, the potential tourist’s accommodation intension was affected by both the direct influence of B&B related associations and the mediating effect of destination related associations. In sum, the proposed model in this study
    indicated a reasonable result, implying the B&B marketers can use the
    results as strategies for B&B branding.
    Appears in Collections:[Department of Leisure and Recreation Management] Theses & dissertations

    Files in This Item:

    File SizeFormat
    0KbUnknown645View/Open


    All items in ASIAIR are protected by copyright, with all rights reserved.


    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback