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系統識別號 U0026-1901201822310500
論文名稱(中文) 觀光旅遊短片對目的地意象與旅遊意願之影響-以台灣觀光為例
論文名稱(英文) The influence of video clips on destination image and travel intention - The case of Taiwan tourism
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 104
學期 2
出版年 105
研究生(中文) 朱純旻
研究生(英文) Chun-Min Chu
學號 R66031080
學位類別 碩士
語文別 英文
論文頁數 40頁
口試委員 指導教授-蔡耀全
口試委員-張心馨
口試委員-郭彥廉
口試委員-黃瀞瑩
口試委員-吳慶壽
中文關鍵字 目的地意象  旅遊意願 
英文關鍵字 Destination Image  travel intention 
學科別分類
中文摘要 本研究探討觀光局所製作之觀光短片對旅遊意願的影響。隨著科技進步,在網路上觀看各類短片成為人們獲取知識的管道之一,各國觀光局也透過短片推廣觀光旅遊。不同於電影、微電影,短片的片長較短,影片內容也較不具完整的故事情節,因此本研究利用問卷調查,並以台灣觀光局所拍攝之短片「2015臺灣觀光全球宣傳影片_過境篇」為例,進行研究,以非台灣人為調查對象,觀察短片對目的地意象與旅遊意願的影響。研究結果顯示,外國人觀看觀光局所拍攝之「2015臺灣觀光全球宣傳影片_過境篇」短片後,會影響其對台灣的認知與情感意象,也會提高其旅遊意願。
英文摘要 Currently, national tourism organizations are releasing video clips to promote tourism. As a means by which to access information, video clips provide images of a place. However, unlike films and micro films, video clips are short and lack a story line. This research makes use of a video clip, Taiwan’s 2015 Global Tourism Transit Promotion Film, which was produced by the Taiwan Tourism Bureau to exam the immediate impacts of a video clip on viewers’ images of and travel intention toward Taiwan. The results show that both cognitive and affective images of as well as travel intention toward a destination can be influenced by watching a video clip.
論文目次 摘要 III
ABSTRACT IV
LIST OF TABLES VIII
LIST OF FIGURES IX
CHAPTER 1. INTRODUCTION 1
1.1 Research Background and Motivation 1
1.2 Research Objectives and Scope of this Study 4
1.3 Research Procedure 5
CHAPTER 2. LITERATURE REVIEW 6
2.1 Dimensions of Destination Image 6
2.1.1 Cognitive Image of a Destination 8
2.1.2 Affective Image of a Destination 8
2.1.3 Conative Image of a Destination 9
2.2 Destination Marketing 10
2.3 Film-induced Tourism 13
2.4 Micro-Film-induced Tourism 15
CHAPTER 3. RESEARCH DESIGN AND METHODOLOGY 17
3.1 Research Framework and Hypothesis 17
3.2 Data Collection and Sample 18
3.3 Questionnaire Design 18
3.4 Study Site 20
3.5 Data Analysis 20
3.5.1 Descriptive Statistics 21
3.5.2 Paired T-test 21
3.5.3 Regression Analysis 21
CHAPTER 4. DATA ANALYSIS AND RESEARCH RESULTS 23
4.1 Descriptive Statistics 23
4.2 Hypothesis Test 24
CHAPTER 5. CONCLUSIONS AND SUGGESTIONS 29
5.1 Discussion 29
5.2 Conclusions and Contributions 29
5.3 Limitations and Suggestions for Further Research 30
REFERENCES 32
APPENDIX: QUESTIONNAIRE 36
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