隨著海峽兩岸觀光產業蓬勃發展，為迎合旅客人數上升的趨勢，飯店產業亦加入此一熱朝，眾多新飯店品牌不斷湧現，此一現象對於旅客而言，該如何挑選欲住宿的飯店呢? 據研究指出，品牌名稱和標誌是旅客對品牌的第一印象，也代表著企業的品牌形象，倘若企業在品牌名稱和標誌設計上過於相近，消費者有時難以清楚辨別其中差異。本研究提供學術上新穎的研究題材，鮮少研究探討飯店命名與標誌設計的領域，亦甚少研究以消費者尚未購買前的行為作探討，因此本研究將延伸學術的研究領域，並補足學術上的不足之處。
本研究以中國大陸和臺灣各5家經濟型飯店標誌為設計，並邀請海峽兩岸18-35歲青年以交叉填答方式進行問卷調查，中國大陸及臺灣青年分別為202位及200位。經由統計數據分析，能清楚瞭解飯店品牌名稱和標誌皆影響兩岸消費者的購買意願，且品牌名稱之語意要素對兩岸消費者購買意願的影響力最大。因此，本研究結果證實飯店名稱及標誌設計之重要性，為日後新進飯店提供品牌命名策略及標誌設計的依據，進而加深旅客對飯店品牌之印象，同時提升品牌競爭力。

As the development of tourism industry in China and Taiwan, the number of tourist is in a raising rate and hotel industry has paid attention to this phenomenon. As more and more hotel brands get in, it is hard for tourist in choosing which hotel they will stay. A Research indicates that brand name and logo can make a first impression on tourist, and it represents the enterprise image. Consumer will confuse to make difference between the similar brand names and logos. In academia, this study make a new research field since it lacks of studying in hotel brand name and logo design and seldom research study the behavior before purchasing. It is an extension in academia and fills up the deficiency.
This study uses the hotel brand logos 5 in China and 5 in Taiwan, then invites young adult between 18-35 from China and Taiwan and answer the questionnaire, 202 Chinese and 200 Taiwanese. After the analysis, it should be clear that both hotel brand name and logo affect consumer’s purchase intention to Chinese and Taiwanese. The semantic element of brand name is the factor which affects the purchase intention the most to Chinese and Taiwanese. This study indicates the importance of hotel brand name and logo and it provides the strategy in naming and logo design to new hotel, it helps hotel to enhance the competitive strength in brand image and make a deep impression on tourist.

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