Examining Customers’ Perceptions of Brand Equity from Three Tourism Factories

Abstract

Tourism factories are a complex space which provides functions of tourism recreation education and even ways of promoting brand image While people now are putting an emphasis on food safety there have been more and more companies running tourism factories in Taiwan in order to promote their company image However there is little previous research discussing the brand value of running tourism factories The aim of this research is to examine customers’ perceptions of brand value of tourism factories through the concept of brand equity This study selects three food tourism factories with the same level of brand awareness the Black Bridge Sausage Tourism Factory BRAND'S Health Museum and the Kuo Yuan Ye Museum of Cake and Pastry The first stage involved distributing an open-ended questionnaire as a reference to help develop the survey questionnaire and the second stage received 312 valid samples The data were analyzed by reliability and validity analysis t-test and multiple regression analysis The results show that there are significant positive correlations between brand association and brand loyalty (β= 429，t=7 115，p= 000) and between perceived quality and brand loyalty (β= 200，t=3 315，p= 001); the proportion of variance explained is 37 3% The results are similar to previous studies concerning brand equity; brand association has the greatest influence on brand loyalty and secondly brand loyalty is also positively affected by perceived quality However the relationship between brand awareness and brand loyalty is not significant The results suggest that tourism factories should put an emphasis on getting people to experience their brand and prompting people to build up the connection between the brand and themselves as a priority Secondly transmitting the message of good quality to tourists will also contribute to enhancing brand loyalty

Date of Award	2014 Aug 24
Original language	English
Supervisor	Hsueh-Wen Chow (Supervisor)