赴韓旅客對韓國熟悉度、目的地意象與影視旅遊動機之研究

A Study on the Familiarity, Destination Image and Tour Motivation of Tourists to South Korea

陳沛悌(Pei-Ti Chen) ； 林秉硯(Bi-En Lin) ； 陳甫鼎(Fuu-Diing Chen)

《行銷評論》 15卷4期 (2018/12) Pp. 463-486

摘要

藉由影視旅遊模式促進觀光，已成為當今各國發展觀光旅遊的重要策略。本研究以當前在台灣知名的韓國影視旅遊為例，以前往韓國觀光的台灣遊客為對象進行問卷調查。研究結果證實：赴韓觀光之遊客對韓國之熟悉度將對目的地意象會造成正向顯著影響；目的地意象則與旅遊動機有部分顯著相關；同時，部份的遊客特性以及收視情形會對熟悉度、目的地意象以及旅遊動機造成影響。依據本研究結果，建議政府在發展地方或特殊景點之觀光計畫中，可以投入資金與影視業者相互合作，共同討論劇中演員的選取，創造新的景點，以及塑造旅遊景點目的地的意象，以提高閱聽者前往旅遊之動機。

關鍵字

影視旅遊 ； 熟悉度 ； 目的地意象 ； 旅遊動機

並列摘要

Film induced tourism has become an important strategy for the development of tourism in many countries. The study focuses on the Taiwanese tourists who are attracted by the South Korea films. The results show that the familiarity of Taiwanese tourists to South Korea had a significant positive relationship to the destination images; the destination image is associated with tourism motivation partially; some of the tourists' characteristics and length of watch time will have effects on familiarity, destination images, and travel motivation. From the results of this study, the government can co-operate with film producers to come up with a drama which can rise viewer's destination image and travel motivation.

並列關鍵字

film induced tourism ； familiarity ； destination image ； travel motivation

參考文獻

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