- 會議論文
台灣觀光代言人對國際觀光客在旅遊目的地意象、態度與旅遊意願之影響
The Effect of Celebrity Endorsers on Destination Image, International Tourist's Attitude, and Intention to Visit Taiwan
摘要
近年來台灣邀請諸位當紅名人包括F4、蔡依林、吳念真等爲台灣觀光代言，灑下重金各約八千萬的代言費用，希望藉此吸引更多的國際觀光客來台。根據觀光局2008年統計，2007年來台旅客比2006年增加了百分之六點七，創下來台旅遊人次的新紀錄，也創造了近40億可觀的經濟效益。然而，觀光代言人如何有效的影響國際觀光客來台旅遊?本研究的研究目的爲下：一、探討觀光代言人對台灣旅遊目的地意象、態度之影響。二、瞭解觀光客對台灣旅遊意象、態度是否會影響其旅遊之意願。本研究採用問卷調查法，發放對象爲日本、韓國、香港、澳門之觀光客，並運用多元迴歸等統計方法進行資料分析。研究結果發現觀光代言人對台灣旅遊意象、態度有正面的影響。而旅遊目的地意象及旅遊目的地態度會正面的影響國際觀光客來台的旅遊意願。
並列摘要
In recent years, Taiwan government has employed celebrity endorsers in attempt to promote tourism industry. The induced flow of international tourists has been rapidly increasing; indicating the number of visitors to Taiwan in 2007 compared to those of 2006 reported a raise of 6.7% (Taiwan Tourism Bureau, 2008) The purpose of this research is to examine the effect of celebrity endorser on destination image and international tourist's attitude toward Taiwan, and also to investigate the relationship between celebrity endorser, destination image, international tourist's attitude, and travel intention to Taiwan. This study adopted a survey research design, and total of 423 questionnaires were collected from Japan, Korea, Hong Kong, and Macau. Multiple regression analysis was performed with SPSS to analyze the data. The results of the study indicated that the celebrity endorser has positive influence on Taiwan destination image and international tourists' attitudes toward Taiwan. Also, destination image and international tourists' attitudes toward Taiwan were positively related to travel intentions to Taiwan