Translated Titles

The Effects of Vietnam Hanoi’s Tourism Film on Taiwan Tourists and Tourism Development Strategies





Key Words

旅遊影像 ; 河內旅遊 ; 目的地意象 ; 台灣旅客 ; 旅遊意願 ; Tourism films ; Hanoi tourism ; Destination Image ; Taiwanese travelers ; Tourism willingness



Volume or Term/Year and Month of Publication


Academic Degree Category




Content Language


Chinese Abstract

在2019年北韓與美國的領導決定在河内市舉行高峰會談。越南河內首都迅速成為世界的焦點,這次的會談對越南而言不僅為政治意義,更爲河內市帶來了觀光的商機。因此,河内旅遊局積極在CNN頻道宣傳,也透過計劃舉辦國際體育賽事例如:一級方程式賽車(2020年)或是第31屆東南亞運動會(2021年)等促進旅遊業發展。在國外如何用較低的成本且有效推廣城市的旅遊呢?影像傳播就是一個河内發展旅遊策略的好辦法。對於不同旅遊市場,越南河内旅遊需要詳細瞭解考慮到旅客的特性及意願才可以保持旅遊優勢。 本研究透過兩部河内旅遊影像(A. 河内街頭美食 - Hanoi street food與B. 我們居住美麗的城市-Wonder a town where we live)各面向(内容、效果、訊息、獨特性)針對臺灣旅遊市場進行調查。目的是找到臺灣民衆對旅遊影像傳播形態的喜好及旅遊意向的因素,並研究調查出河内旅遊影像傳播在臺灣發展的策略(旅遊意願)。接下來,本研究採用問卷調查與深入訪談法蒐集資料,利用 SPSS 20 版進行描述統計、單因子變異數分析、因素分析法與逐步多元迴歸等統計方法,以臺灣民衆為研究對象,採分層隨機抽樣的方式,抽取392名臺灣民衆作為研究樣本進行資料處理與分析。主要研究結果如下: 1. 不同社會人口特性變項對臺灣民衆與河内旅遊文化影像傳播敘事型態各面向的滿意度及河內旅遊在臺灣發展的策略(旅遊意願)之差異性:性別不同的臺灣民衆只獲取A影片的訊息層面顯著差異;「女性」所獲取A影片的訊息層面顯著高於「男性」;「51歲以上」的受訪者對影像的滿意度越高,河内旅遊影像傳播在臺灣發展的策略以旅遊意願為核心因素越好;「已婚」所獲取A影片的「效果」與「訊息」及B影片的「内容」層面顯著高於「未婚」;「大學或專科」或是「研究所以上」顯著高於「高中職以下,表示當臺灣民衆的學歷越高,旅遊意願越高;「農林漁牧業」組顯著高於「工商服務業及「軍公教人員或「其他組。當「農林漁牧業組的滿意度越高,旅遊意願越高;「中/彰」組顯著高於「雲/嘉/南/高屏」組,表示針對A影片的内容層面,當來自「中/彰」臺灣民衆的滿意度越高,旅遊意願越高;「Facebook、Instagram」或「旅行社組都顯著高於「Blog」組;「有經驗在網路尋找越南相關旅遊的影像」不同的臺灣民衆,只在A影片的「内容」、「效果」、「訊息」與「獨特性」的層面有顯著差異;「知道」河内的臺灣民衆所獲取A影片的「效果」與B影片的「獨特性」層面顯著高於不知道河内的臺灣民衆;「去過河内的臺灣民衆所獲取A影片的「旅遊意願」及B影片的「内容」與「訊息」層面顯著高於沒去過河内的臺灣民衆;在「目的去河内方面,爲了「旅遊」或配合「工作、旅遊」目的去河内市的滿意度越高,河内旅遊影像傳播在臺灣發展的策略(旅遊意願)越好。 2. 臺灣民衆對河內旅遊文化影像傳播敘事形態各面向(內容、效果、訊息、獨特性) 的滿意度結構有顯著差異。 3. 社會人口特性變項,臺灣民衆對河內旅遊文化影像傳播敘事型態各面向的滿意度對河内旅遊影像傳播在臺灣發展的策略(旅遊意願)有預測作用。 4. 臺灣民衆對河內旅遊文化影像傳播敘事型態各面向的滿意度在A部社會人口特性變項(婚姻、月收入、去過河内的經驗及目的去河内)與河内旅遊影像傳播在臺灣發展的策略(旅遊意願)之間具有中介作用。

English Abstract

In 2019, the leaders of North Korea and the United States of America decided to hold a summit meeting in Hanoi. Hanoi has quickly become the focus of the world. This meeting was not only politically important for Vietnam, but also brought Hanoi’s tourism opportunities. Therefore, the Hanoi Tourism Department, which has promoting tourism development’s target, cooperates with the CNN channel on make plans to become the host international sports events such as Formula One (2020) or the 31st Southeast Asian Games (2021). But how to promote urban tourism with a lower cost and effectively methods in foreign countries? Tourism film is a good way to develop tourism strategies in Hanoi. For different tourism markets, Hanoi’s tourism needs to understand on detail the characteristics and willingness of passengers to maintain the tourism advantages. This study, through on four aspects (content, effect, message, uniqueness) of the two Hanoi’s tourist films (A. Hanoi street food - 河内街頭美食and B. Wonder a town where we live - 我們居住美麗的城市) ,are aimed at Taiwan tourism market investigate on the factors of Taiwanese people preferences for tourism film transmission and tourism intentions. It also purposes of researching on the strategies of Hanoi tourism film development in Taiwan tourism market (Tourism willingness). Next, this study used questionnaires and in-depth interviews to collect data basing on SPSS 20 version for descriptive statistics, one-way ANOVA, Factor Analysis Approach and stepwise multiple regression. It’s the 392 Taiwaneses were selected as research samples by stratified random sampling to conduct data analysis processing. The main outcomes are the following: 1. The significant differences among Social demographic characteristics, Taiwanese satisfaction with the Hanoi’s culture tourism films on four aspects (content, effect, message, uniqueness) narrative form and Hanoi tourism films development strategies in Taiwan tourism market (Tourism willingness): Taiwanese with different genders, only get A-film’s significant difference in the Message level and Female had more credential than male; the higher the satisfaction of respondents over 51 years of age; the more the strategies of Hanoi’s tourism film development in Taiwan’s tourism market (Tourism willingness) are promoted better; the A-film’s Effect and Message level obtained by the married person and the B-film’s Content level are significantly higher than the unmarried ones; The college or Junior college education or Graduate institute above is significantly higher than the High school level, indicating that the higher Taiwanese’s degree levels, the more Tourism willingness get better; The Agriculture/ Forestry/ Fishery/ Animal husbandry group is significantly higher than the Business service industry and Military personnel or other groups. When the satisfaction of the Agriculture/ Forestry/ Fishery/ Animal husbandry group is higher, the Tourism willingness is higher; The Zhong/Chang group is significantly higher than the Yun/Jia/Nan/Gaoping group, indicating that on A-film’s Content level, the more satisfaction of Zhong/Chang city’s citizen have, the more Tourism willingness can get; the Facebook, Instagram or travel agency groups are significantly higher than the Blog group; Just only A-film’s four aspect shows significant differences of The experience of finding Vietnamese tourism films on the Internet. It is known that A-film’s Effect level and B-film’s Uniqueness level are significantly higher than those of the Taiwanese do not know Hanoi. A-film’s Tourism willingness and B-film’s Content - Message are significantly higher than those of the Taiwanese have not visited to Hanoi. In terms of the purpose of visiting Hanoi, the higher the satisfaction of going to Hanoi for Tourism or the purpose of Work & tourism, the better the strategies of Hanoi’s tourism films development in Taiwan tourism market (Tourism willingness) get; 2. The significant differences of the structure of Taiwanese satisfaction with the Hanoi’s culture tourism films narrative style on four aspects (content, effect, message, uniqueness); 3. Social demographic characteristics, Taiwanese satisfaction with the Hanoi’s culture tourism films on four aspects (content, effect, message, uniqueness) narrative form and Hanoi’s tourism films development strategies in Taiwan tourism market (Tourism willingness) could significantly predict. 4. The effect of Taiwanese satisfaction with the Hanoi’s culture tourism films on four aspects narrative form and A-film’s Social demographic characteristics (marriage, monthly income, experience and purpose of going to Hanoi) and Hanoi’s tourism films development strategies in Taiwan’s tourism market (Tourism willingness) was mediated.

Topic Category 教育學院 > 社會與區域發展學系
社會科學 > 社會學
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