自從兩岸政策漸趨開放之際，陸客來台人數已逐年增加。在眾多陸客旅遊熱點中，故宮始終都是名列前茅。有鑑於，故宮對於陸客一直有著強烈的吸引力。因此本研究擬從品牌權益的角度，探討陸客在故宮的目的地決策行為。根據425份有效樣本，本研究發現：目的地品牌知名度會影響目的地品牌體驗；目的地品牌體驗會透過遊客滿意度影響重遊意願；遊客滿意度是無法透過目的地品牌忠誠度影響重遊意願；文化接近度在目的地品牌知名度、目的地品牌體驗、遊客滿意度及目的地品牌忠誠度有顯著差異。最後本研究會有後續的討論與結論，藉此提供給故宮經營者在管理及行銷策略之參考依據。
Since the cross-strait policies have been opening gradually, the amount of the mainland tourists has also increased by years. Among these attractions the mainland tourists have been visited, the National Palace Museum always ranked the top. In view of this, the National Palace Museum has strongly attracted the mainland tourists' attentions. Therefore, this paper aimed to explore the mainland tourists' destination decision-making behavior on the National Palace Museum from the brand equity perspective. Based on 425 valid samples, we found that destination brand awareness (DBA) may influence destination brand experience (DBEX); DBEX would impact revisit intention (RI) through tourist satisfaction (TS); TS cannot impact RI through destination brand loyalty (DBL); Different groups of cultural proximity (CP) would have significant differences in DBA, DBEX, TS and DBL. Finally, this paper ends with several discussions and conclusions and expected to provide some references to managers of the National Palace Museum on the strategies of management and marketing.
