來源地效果、目的地品牌權益、重遊意願之關聯性研究──以日本三大主題樂園為例

Effects of origin, destination brand equity and revisit intention—A study of three Japanese theme parks

日本最具人氣主題樂園的前三名分別為大阪環球影城、東京迪士尼海洋、東京迪士尼樂園。國內目的地品牌權益(DBE)研究大致以國內景點為主，而國外則未見日本旅遊景點。其次，目的地熟悉度(DF)與文化距離(CD)也鮮少同時出現在休閒旅遊議題。針對278位曾造訪日本三大主題樂園的有效樣本，本研究以結構化方程式探討來源地效果、DBE與重遊意圖的關聯性。實證結果發現：(1)目的地城市吸引力(CTA)與DF皆能正向影響目的地城市的形象(CI)；但是前者要優於後者；(2)目的地知名度(DBA)在CI與目的地體驗(DBEX)之間扮演部分中介角色；(3)目的地品牌價值(DBV)在DBEX與品牌忠誠度(DBL)之間扮演完全中介角色；(4)DBL會正向強化重遊意願(RI)。最後，CD在本研究並無明顯調節效果。

Universal Studios Osaka, Tokyo DisneySea, and Tokyo Disneyland are Japan's top three theme parks. Domestic attractions dominate destination brand equity (DBE) research in Taiwan, whereas Japanese attractions are rarely featured. Furthermore, destination familiarity (DF) and cultural distance (CD) are rarely presented concurrently in the context of leisure and travel. Based on 278 valid samples from these three Japanese theme parks, this study used structural equation modeling to examine the relationships among effect of origin, DBE, and revisit intention (RI). Empirical findings show that: (1) both city attractiveness (CTA) and DF can positively affect the city image (CI); but the former is stronger than the latter; (2) destination brand awareness (DBA) acts as a partial mediator between CI and destination brand experience (DBEX); (3) destination brand value (DBV) plays a complete mediator between DBEX and destination brand loyalty (DBL); (4) DBL will positively strengthen RI. Finally, CD had no significant moderating effect in this study.