影視旅遊者對韓國目的地意象與旅遊動機之研究

A Study on the Destination Image and Travel Motivation of Film Tourists

林秉硯(Ping-Yen Lin) ； 陳堯鈴(Yao-Ling Chen) ； 陳沛悌(Pei-Ti Chen)

《休閒事業研究》 14卷4期 (2016/12) Pp. 18-37

https://doi.org/10.6746/LIR.201612_14(4).0002

摘要

近年來，影視旅遊產業盛行，為地方帶來大量的觀光經濟效益，被視為最具發展優勢的觀光趨勢。本研究以韓國影視旅遊觀光客為研究對象，探討其目的地形象與旅遊動機之關係。主要研究目的為：瞭解影視旅遊者之特性、影視旅遊者對韓國之目的地形象及影視旅遊者之旅遊動機；並探討影視旅遊者之韓國目的地形象認知與其旅遊動機間的相關性，分析影視旅遊者特性與韓國目的地形象認知以及旅遊動機之間的關係。研究方法採問卷調查法，並利用敘述性統計分析、因素分析、獨立樣本t檢定、單因子變異數分析與皮爾森積差相關分析進行資料檢測。研究結果顯示，目的地形象中的「城市機能性」對旅遊動機中的「心理性」、「劇情影響」與「韓國吸引力」皆有顯著相關；「旅遊景觀」與「環境形象」則與「韓國吸引力」與「韓劇吸引力」等動機達顯著相關。本研究同時檢測受訪者的社經背景及其收看韓劇時間，探討其與目的地形象認知及旅遊動機的關係。由以上之研究結果，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以及如何塑造欲推廣目的地的形象，以提高閱聽者前往旅遊之動機。

關鍵字

影視旅遊 ； 目的地形象 ； 旅遊動機

並列摘要

In recent years, film induced tourism industry has expanded rapidly in Asia. Because of its potential to boost the local economy, the new industry becomes the focus of attention. In this study, the correlation between destination image and travel motivation of Korean film induced tourists is explored. The objectives of this study are to identify the characteristics of film induced tourists, to understand the destination image of film induced tourists, to investigate the travel motivation of film induced tourists, to explore the correlation between destination image and travel motivation towards film induced tourists, and to discover the significant difference of film induced tourists' characteristics towards destination image and travel motivation. A questionnaire is conducted, and the data is analyzed by descriptive statistics, factor analysis, independent sample t-test, one-way ANOVA and Pearson product-moment correlation analysis. The results show that the image of city facilities has significant effects on psychology, story impact and Korean attraction. The tourist sites and environments have significant differences with the Korean attraction and Korean drama attraction. The background of participants and their preference on watching television programs are also studied. The relationship of participants' destination image and travel motivation are also analyzed. 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 ； Destination Image ； Travel Motivation