電影場景旅遊動機、目的地意象、體驗價值及旅遊效益關聯性之研究－以電影《總舖師》為例

A Study on the Interrelations among Movie Scene-Induced Tourism Motives, Destination Images, Experience Values and Tourism Benefits-in the example of Movie ＂Zone Pro Site＂

丁誌魰(Chih-Wen Ting) ； 高佳蘭(Chia-Lan Kao)

《旅遊管理研究》 11卷1期 (2020/12) Pp. 29-68

https://doi.org/10.6934/TMR.202012_11(1).0002

摘要

隨著全球電影觀光熱潮蔓延，國內也開始正視此一觀光發展契機。鑑於國內電影觀光屬於新興產業，相關的研究及文獻探討並不多，以國片為主題的研究更顯稀少，因而形成本研究動機。本研究旨在探討電影場景旅遊動機、目的地意象、體驗價值及旅遊效益之關聯。以到訪電影《總舖師》熱門場景旅遊的遊客為研究對象，採用問卷調查法，並以便利抽樣的方式於2013年11月中旬進行調查，共取得588份有效問卷。所得資料以描述性統計、驗證性因素分析及結構方程式等統計方法進行資料處理。研究結果顯示：（1）《總鋪師》電影觀眾組，旅遊動機之一般推力和一般拉力對目的地意象有顯著影響；旅遊動機之電影劇情推力以及目的地意象對體驗價值有顯著影響；體驗價值對旅遊效益有顯著影響。（2）《總鋪師》電影非觀眾組，旅遊動機之一般拉力對目的地意象有顯著影響；旅遊動機之一般推力以及目的地意象對體驗價值有顯著影響；體驗價值對旅遊效益有顯著影響。（3）電影觀看經驗不會影響旅遊動機對目的地意象，旅遊動機、目的地意象對體驗價值以及體驗價值對旅遊效益的影響強度。研究結果建議：電影對觀光發展有其正面效益，除了厚植國內電影軟實力外，若能賦予電影場景新生命，形塑特有之目的地意象，趁機推出電影觀光行程，強化遊客之體驗價值，對電影觀光發展必能有所助益。

關鍵字

電影觀光 ； 旅遊動機 ； 目的地意象 ； 體驗價值 ； 旅遊效益

並列摘要

Following the trend of movie-induced tourism that spreads worldwide, it has become the recent focus among promising tourism opportunities in Taiwan. Since movie-induced tourism is a type of newly arising tourism industry, few related researches and documents are available, and even fewer for domestic movies in Taiwan. This situation of lacking related information motivates the initiation of this research. This study focuses on the interrelations among movie scene-induced tourism motives, destination images, experience values and Tourism benefits. Tourists visiting scenic spots relating to the scenes in the domestic movie ＂Zone Pro Site＂ are chosen as objective samples in this research. The methods of questionnaire and convenience sampling are applied in the scenic spots mentioned above during the period of Mid-November, 2013. The size of valid samples is 588.Data obtained are statistically processed through methods of descriptive statistic, verifiable factor analysis, and structural equation modeling. The results show as below: (1)In the group of ＂Zone Pro Site ＂spectators, general thrust and general traction of tourism motives shows significant influences on destination images ; meanwhile movie plot thrust of tourism motives and destination images shows significant influences on experience values ; and as well, experience values shows significant influences on tourism benefits. (2)In the group of ＂Zone Pro Site＂ non-spectators, general traction of tourism motives shows significant influences on destination images ; meanwhile general thrust of tourism motives and destination images shows significant influences on experience values ; and as well, experience values shows significant influences on tourism benefits. (3)For tourists, the experience of viewing ＂Zone Pro Site＂ or not shows no evident impact on the degree of influences of tourism motives on destination images, both tourism motives and destination images on experience values, as well as experience values on tourism benefits. According to the results of this study, it is suggested that movies play positive role to the development of tourism activities. Besides enhancing the soft power of domestic movies, the implement of timely policies are important to the booming of movie-induced tourism, such as revitalizing movie scenic spots, building up the unique destination images, the set-up of movie-theme package tourism, and the enrichment of experience values for tourists.

並列關鍵字

Movie-induced Tourism ； Tourism Motives ； Destination Images ； Experience Values ； Tourism Benefits