[[alternative]]A Study of the Relationship among the Integrated Marketing Communication, Tourism Image, Brand Awareness, Satisfaction, Loyalty--The Case Study of Gukeng HuaShan Coffee

[[abstract]] 古坑鄉華山地區以登山健行與夜景著名，2003年台灣咖啡節的舉辦，使得華山的「台灣咖啡」一炮而紅；2004年台灣咖啡節的盛況，更造成古坑咖啡「一豆難求」的現象，遊客也更絡繹不絕地湧到華山來一探這「咖啡的原鄉」。 本研究基於探討華山地區各媒體的媒介傳播行銷台灣咖啡的成功經驗，以古坑華山地區遊客為實證分析對象，進行整合行銷傳播、旅遊意象、知名度、滿意度及忠誠度因果關係之研究。研究結果顯示：1.華山是適合與親朋好友相約出遊的好去處，屬於一般平價的消費，是一個頗具吸引力的半日遊區域性大眾休閒場所。2.華山咖啡城旅遊資訊來源以親友介紹為主，口碑行銷扮演很重要的角色。事件行銷中咖啡博覽會話題已炒熱市場引起消費者共鳴。3.整合行銷傳播媒體影響效果以公共關係及廣告最能誘發旅遊意象的認知。4.整合行銷傳播認知對IMC 旅遊意願形成、旅遊意象及旅遊意願，均有很顯著的影響效果。5.整合行銷傳播認知對忠誠度的影響效果，以知名度為中介變數時大於以滿意度為中介變數。6.整合行銷傳播認知對忠誠度主要傳播路徑為「整合行銷傳播認知」透過「知名度」影響「忠誠度」，其次為「整合行銷傳播認知」透過「整合行銷傳播旅遊意願形成」及「滿意度」影響「忠誠度」。[[abstract]] Gukeng HuaShan used to be famous for its hiking and night view but it is not widely known for its coffee until the 2003 Taiwan coffee festival. After the 2004 Taiwan coffee festival, the demand for Gukeng HuaShan coffee was so strong even a coffee bean is hard to get. Visitors were flowing into HuaShan to explore the “origin of Taiwan coffee”. This study aims to diagnose each aspect of marketing activities that were used to successfully promote HuaShan coffee. This study is an experimental analysis of tourist information resources about HuaShan and HuaShan coffee. This also analyzes the correlations between integration marketing communication, tourist image, publicity, satisfaction and royalty. The results are summarized as:1.It is inexpensive to spend your vacation in HuaShan, and it is highly recommended to have a half day tour with your friends or family during the weekend. 2.Friend and family’s words are the best way to pass forward HuaShan’s travel information. Event marketing, especially the coffee festival, not only effectively increases the public’s awareness, but also turns the festival into a hot discussion topic all over the country on the internet and traveling reports.3.Both public relation and advertisement campaigns are the best vehicles to remind or re-impress tourist HuaShan traveling experience.4.Integrated marketing communication perception plays an important role in inducing IMC tourist intention, tourist image and building travel intention. 5.Being an intermediate variable, the influence of brand awareness to loyalty is greater than that of satisfaction to loyalty. 6.The main communication path of integrated marketing communication perception to affect loyalty is in the order of integrated marketing communication perception , brand awareness, and loyalty. The secondary travel path is integrated marketing communication perception , intention-building of integrated marketing communication, satisfaction and then loyalty