影視旅遊近年來成為風潮,隨著國內影視娛樂產業的蓬勃發展,捧紅了許多知名偶像,也連帶刺激全球觀光旅遊市場的需求,可見影視名人在刺激旅遊意願上扮演了重要的角色。本研究目的是探討影迷涉入、目的地意象與旅遊意願之關係,並了解影迷涉入與旅遊意願之間是否會受到目的地意象中介效果影響。本研究採用立意抽樣法,針對收看國片及國內偶像劇之影迷作為抽樣對象,共計470份有效問卷。研究結果發現影迷涉入對於旅遊意願及目的地意象皆具有正向顯著影響,此外,目的地意象在影迷涉入與旅遊意願之關係皆具有部份中介效果。根據本研究結果,建議地方政府觀光相關單位可借用形象良好的名人、偶像作為城市行銷,但在挑選名人、偶像上也必須要慎選,才能有效的提升影視旅遊產品的價值,並進行目的地整合行銷與溝通,並在加強其旅遊服務之配套措施,才能有效提升遊客的旅遊意願。
Film tourism is a growing phenomenon worldwide, and with the vigorous development of the domestic entertainment industry, also the association hold in the red drama the lead and fries the hot photography scenic spot traveling the topic, attracts the massive sightseeing human tide, has accomplished the quite considerable economic interest. It is perceived that celebrity to excite on travel intention plays an important role. The purpose of this study is to examine the relationships among celebrity involvement, destination image and travel intention in film tourism. This study also explores the mediating effect of destination image on the relationship between celebrity involvement and travel intention. In this study, purposive sampling method, after have looked the local-made movie and the domestic drama fans as the sampling object, but actual visits it to photograph tourist of the scenic spot to carry on the convenience sampling questionnaire survey, after the recycling on effective sample number is 470 valid questionnaires. The results of this study indicated that celebrity involvement, and destination image and travel intention are positively related. Moreover, destination image partially mediates the relationship between celebrity involvement and travel intention. Implications of these findings for managing destination marketing strategies as well as future research directions are subsequently discussed.
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