近年來台灣灑下重金邀請多位當紅名人為台灣觀光代言,希望藉此吸引更多國際觀光客來台;根據觀光局2008年統計,2007年來台旅客比2006年成長6.7%,創下來台旅遊人次新高。本研究主要探討觀光代言人對台灣旅遊態度與意願之影響,並瞭解觀光客來台灣旅遊態度是否會影響其旅遊之意願。研究以問卷調查日本、韓國、港澳來台的觀光客,研究結果發現,觀光代言人的可靠度與吸引力對來台灣旅遊態度與旅遊意願有正面的影響,旅遊態度也直接的影響國際觀光客來台的旅遊意願,觀光代言人的可靠度與吸引力可以透過旅遊態度對旅遊意願產生影響。本研究建構之觀光代言人效果模式可解釋及預測觀光代言人的影響,並可以提供未來推廣台灣觀光行銷策略之參考方向。
In recent years, Taiwan government has employed celebrity endorsers and invested billions in attempt to promote tourism industry. The induced flow of international tourists has been rapidly increasing; indicating the number of visitors to Taiwan in 2007 compared to those of 2006 reported a raise of 6.7% (Taiwan Tourism Bureau, 2008). The purpose of this research is to investigate the relationship among celebrity endorser, international tourist's attitude, and travel intention to visit Taiwan. This study surveyed tourists from Japan, Korea, Hong Kong, and Macau. The results of the study indicated that the trustworthiness and attractiveness of the celebrity have positive influences on international tourists' attitudes and intensions to visit Taiwan. Moreover, international tourists' attitudes toward Taiwan were positively related to their intentions to visit Taiwan. Additionally, the trustworthiness and attractiveness of the celebrity would influence international tourists' intensions to visit Taiwan through their attitudes. The results of this study would explain and predict the effect of celebrity endorsers and would also provide information and suggestions for travel operators to attract international tourists effectively and increase their travel intentions.