高中生之偶像劇涉入程度、目的地意象對旅遊意願影響之研究-以台中市某高中為例

The Study of the Senior High School Student’s Trend Dramas involvement, Destination Images on Travel Intention – A Case of Private High School in Taichung City

黃雅羚(Ya-Ling Huang)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2012年)

摘要

近年來透過戲劇來提升觀光景點常用的觀光行銷手法，觀賞者因觀看偶像劇後對提高當地的旅遊意願有相當程度的相關性，因此本研究旨在探討高中學生偶像劇的涉入程度、目的地意象對旅遊意願的影響。
本研究以台中市某私立高中100學年度高一至高三學生為研究範圍與對象，並以班級為單位，依科別及年級進行分層抽樣調查。共發出1,067份問卷，回收880份問卷，有效問卷為871份，有效問卷回收率為81%。研究結果顯示，受訪學生男女約各佔一半；在年級方面以二年級學生居多；在科系方面以美容科最多；超過七成受訪學生沒有打工，半數以上學生每月可支配金額為1,000元以下；父母親學歷方面皆以高中(職)為主，學生父親職業以技術性工作為主，母親職業以半技術性工作、非技術性工作及無業為主。不同背景學生對偶像劇涉入程度、目的地意象及旅遊意願則部份具有顯著差異。經迴歸分析結果顯示，偶像劇涉入程度及目的地意象對旅遊意願均有顯著的正向影響，其中，目的地意象的影響程度較高；若由構面來看，則以目的地意象的情感構面對於旅遊意願的影響程度較高。
本文的研究結果也對政府、學校，提出偶像劇及旅遊目的地行銷及推廣等活動上之提出建議，期望能作為後續從事相關研究人員之參考。

關鍵字

旅遊意願 ； 目的地意象 ； 偶像劇涉入程度

並列摘要

In recent years, the marketing techniques use TV dramas to elevate common tourist attractions tourist. The willing of local tour has a considerable degree of relevance with watching idol dramas. This study focuses on high school students involvement in idol dramas and the impact of tour willingness through destination image aspect A private senior high school of Taichung City is taken as example in this study. Subjects are from 1st grade to 3rd grade. One class is considered as one unit. The survey is progressed through department and grade. Issued a total of 1067 questionnaires, 880 questionnaires are recycled, which contains 871 valid questionnaires. The recovery rate of valid questionnaires is 81%. Research results displayed that about 50% of the subjects are male, others are female; 2nd grade students are the most; Beauty Department students are the most of total subjects; over 70% are not wage earners, half above of the students can dominated 1000 NT dollars monthly. The School qualifications of subjects’ parents are mostly senior high. The career of subjects’ fathers are mostly technical work, their mothers’ career is half technical work, and non-technical work and the jobless mainly. Idol dramas involvement of students shows significant differences with different backgrounds, and also shows significant differences with images of destinations and Tourism willingness. Regression analysis showed that Idol drama involvement and image of destination shall have a significant positive impact on the willingness to travel. The destination image influences more. If we see through the structure view, the destination image''s emotional structure causes higher willingness towards tourism.
The findings of this article offer suggestions of idol dramas filming and tourism destination marketing and promotion activities on the Government and schools, and also this findings look forward to become as a reference to follow-up personnel engaged in related research.

並列關鍵字

Travel Intention ； Destination Images ； Trend Dramas involvement

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