隨著交通建設使得便利性及機動性增加,以及國人休閒活動方式相較於以往發生了重大改變,觀光旅遊市場的競爭日益激烈。近五年來國內旅遊人次日益增加,但平均消費卻日益減少;由於市場供需調節的機制,休閒景點除了加強內部及外部品質外,如何藉由行銷活動提昇本身的知名度及吸引遊客成了主要的課題,小型休閒農場之景點不若大型企業或政府活動,擁有動輒數百萬甚至上億元的廣告行銷預算及人才資源,採用廣告或利益交換等較低成本的「產品置入」方式換取媒體曝光的推廣方式,近來成為觀光休閒景點的行銷新寵兒。 本研究透過文獻回顧,藉EKB模式以馬武督探索森林,即偶像劇「綠光森林」中之場景「綠光小學」為實證研究對象,探討產品置入效果對旅遊動機及旅遊資訊搜尋行為之影響;並針對不同人口特性對各構面進行分析並採用線性結構模型針對置入效果對旅遊動機、旅遊資訊搜尋行為、體驗觀感等變數間之影響關係,以瞭解旅遊資訊搜尋行為與旅遊動機及決策行為間之關係。 本研究證實假設模式皆成立,說明置入效果在旅遊決策過程中不同的模式下對旅遊動機與旅遊資訊搜尋行為具有不同影響效果。
The internal travel person has increased in the past five years, but the daily average consumption reduces. The proportion that compatriots go on a tour on holidays will be 73.5% in 2005, it is the highest for the past five years, but travel person and expenditure combine and shoulder growing up. Under the dilution shown in whole industry resources and pressure which the competitor is entering constantly, the competition of recreation industry of the tour will be fiercer, the family property person will need more effective marketing tool to create travellers and increase incomes. This research disscuss the effect of product placement in a sence of drmar in motivation and searching behavior in decision-making process of EKB model by literature review and positive research in case of a sence of a TV drmar program. In using linear structure model, all of four testing models has been approved. This has explained the effects of product placement will have differ effections in difference section of travel decision-making process. The result of study of this research contributes to destination marketing administrator's popularizing the reference of work and information media management to marketing.