微電影對旅遊意願之影響途徑：以微電影「再一次心跳」為例

The Influence Paths of Micro Film on Travel Intention: The Case Study of ＂Heartbeat Love＂

王淑美(Shu-Mei Wang) ； 陳惠閔(Hui-Min Chen)

《傳播與發展學報》 32期 (2015/07) Pp. 81-99

https://doi.org/10.6544/JCD.2015.32.4

摘要

本文為影視旅遊學術研究中，探討旅遊微電影之先驅。本研究以澳洲旅遊局拍攝之微電影「再一次心跳」進行個案研究，並以臺灣地區就學之華人大學生為調查對象。結果顯示旅遊微電影應屬影視旅遊的研究範疇，旅遊微電影可能透過名人效應及故事情節兩個要素來影響目的地意象及旅遊意願。名人效應對旅遊意象並不產生效用，而是直接影響旅遊意願；故事情節可直接影響旅遊意願，也可以透過目的地意象的營造，間接提升旅遊意願。名人微電影可以發揮名人的吸引力直接提升旅遊意願，又可以透過故事情節的鋪陳，營造目的地意象，對旅遊意願產生直接及間接的影響，補足名人代言無法具體塑造目的地認知意象的缺失。

關鍵字

名人效應 ； 目的地意象 ； 故事情節 ； 旅遊意願 ； 微電影

並列摘要

This paper is a pioneer in the investigation of tourism micro films for film tourism academic research. ＂Heartbeat Love＂, the micro film by Tourism Australia, was selected as a case study for this research and ethnic Chinese undergraduates in Taiwan were chosen as research subjects. Results showed that tourism micro films should be included under the scope of film tourism research, as micro films, through the two elements of celebrity involvement and a storyline, can impact the destination image and travel intention of travelers. Celebrity involvement does not have an impact on destination image, but it directly affects travel intention of travelers; creating a storyline for this destination can either affect travel intention directly or indirectly by creating a destination image. A micro film with celebrity involvement directly enhances the intention to travel through the allure of a celebrity or create a destination image through the laying out of a storyline, and is thus capable of impacting travel intention directly and indirectly. This makes up for the lack of perceived destination image which cannot be provided by a celebrity spokesperson.

並列關鍵字

Celebrity Involvement ； Destination Image ； Micro Film ； Storyline ； Travel Intention