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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/10885


    Title: The Antecedents of Destination Brand Personality
    Authors: Wu, Cheng-Hung
    Contributors: Department of Leisure and Recreation
    Keywords: brand personality;destination marketing;city tourism;travel intention
    Date: 2010
    Issue Date: 2010-11-07 17:44:05 (UTC+8)
    Publisher: Asia University
    Abstract: Brand personality has been demonstrated to be important antecedents of many after-purchase variables, such as satisfaction, loyalty, and so on. Nevertheless, researches that focus on the antecedents of brand personality are relatively less. Drawing on the previous researches, this study summarized seven variables as the antecedents of destination brand personality (DBP), including “city awareness”, “image of city’s endorser”, “city image”, “city tourism image”, “city identification system”, “mega events” and “tourist self-image”. This study also included “tourist travel intension (TI)” to form an “antecedents-DBP-TI” structural relationship in order for a more clear marketing implication.
    The instrument for measuring brand personality was the BPS developed by Aaker’s (1997). Taipei city was selected as target for empirical test. This research finally obtained 430 valid samples with travel experience in Taipei City. The main findings through confirmatory factor analysis (CFA) and structural equation modeling (SEM) are as follows: (1) “city awareness”, “image of city’s endorser”, “city image”, “city tourism image”, “city identification system”, and “tourist self-image” have significant influences on destination brand personality dimension of “sincerity”, “excitement”, and “sophistication”; (2) only "sincerity" has a positive effect on tourist’s travel intention; (3)"city awareness" and "tourist self-image" have significant effects on the "sincerity". Some city tourism marketing implications were provided based on the above findings.
    Appears in Collections:[休閒與遊憩管理學系] 博碩士論文

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