目的地個性是一個多層面的概念，可被定義為「一組能夠聯想到目的地的人格特質」，而自我意象一致性理論能解釋、預測消費者行為，對遊客基礎品牌權益的建立有正向影響，且一個具有正向品牌權益的品牌亦會促進遊客之旅遊意願。基於此，本研究乃建構「目的地個性、自我意象一致性與旅遊意願」之概念性模型，以探究旅遊目的地所散發出來的個性與遊客自我意象一致性是否將影響遊客對該目的地的旅遊意願，並進一步的釐清遊客基礎品牌權益於其間關係的中介效果。研究針對赴台南歷史文化古蹟之遊客進行問卷調查，共獲得有效問卷496份。經文獻回顧及整理相關理論後，建立觀念性架構並運用結構方程模型進行分析。結果顯示，目的地個性與自我意象一致性均會影響遊客對該目的地的旅遊意願，而在此影響過程中遊客基礎品牌權益的中介效果亦不容忽視。本研究結果可提供歷史文化古蹟經營管理者參考，當欲行銷此旅遊目的地時，可積極營造該目的地所散發的獨特人格特質，建立其旅遊目的地的品牌優勢，進而增進遊客之基礎品牌權益，以提高遊客前往該目的地的旅遊意願。 Destination personality can be defined as “the set of human characteristics associated to a tourism destination”, it is a multidimensional construct. The theory of self-congruity can describe and predict the customer behavior. With adoption of this theory, a positive effect on the customer-based brand equity can be established. In addition, positive brand equity will lead to the promotion of customer’s travel intention. Base on this, this researcher constructs a conceptual model of “destination, self-congruity and travel intention” to investigate whether the personality revealed from the travel destination, as well as customer’s self-congruity will affect the travel intention of the customer to such destination. Further to clarify the mediating role of the customer-based brand equity in the relationships. The research launches a questionnaire to the visitors of Tainan historical and cultural monuments, and receives a total of 496 valid questionnaires. After reviewed references and relevant theories, an analysis of conceptual framework and structural equation model is carried out. The results indicate that both destination personality and self-congruity will affect the travel intention of the customers toward such destination. In the effect process, the mediating effect of the customer-based brand equity cannot be ignored as well. The study serves as a practical reference for the historical and cultural monuments managers who manage to increase revenue with souvenir sales. When the operators would like to market their travel destination, they can aggressively and positively reveal the destinations’ unique characteristics of personality, which lead to the brand leverage of the travel destination, and advance the customer-based brand equity. The intention of the customers to visit such destination repeatedly will increase as a result.
