隨著產業技術升級而帶動資訊科技發展,網際網路改變閱聽眾影音接收之管道。傳統媒體如電視及電影進行傳播時,需藉由住家及電影院等實體空間,其發展被空間及成本所侷限,需付出更高代價才能達到傳播效益。「新媒體」的出現,促使消費者改變原有閱聽行為,並透過網際網路及行動裝置達到虛實整合(Click and Motar),逐漸取代傳統媒體功能,「微電影」正是新媒體應用之代表之一,在兩岸三地成為各類宣傳行銷之工具。因此,本研究目的欲以微電影為研究主題,了解閱聽眾觀賞「微電影」後,是否會對旅遊目的地產生造訪意願。 本文以微電影《再一次心跳》為研究主題。受測對象為看過此部微電影之觀眾,以李克特七點量表作為測量尺度,包含五個構面:移情、熟悉感、認知意象、情感意象及造訪意願,共回收331份有效問卷。運用SPSS電腦統計軟體進行分析,分析工具包括:描述性統計、信度分析、效度分析、因素分析、相關分析、差異性及迴歸分析等,驗證各項假設之分析結果,藉以歸納結論提出建議。 研究結果發現,移情對認知意象及情感意象、熟悉感對認知意象及造訪意願、認知意象對造訪意願等皆呈現顯著正向影響。在人口統計變項透過差異性分析顯示,「性別」對「造訪意願」;「是否去過澳洲旅遊」對「移情」及「熟悉感」呈顯著差異。在「性別」方面,「女性」看過微電影之後對旅遊目的地的造訪意願高於男性。在「是否去過澳洲旅遊」方面,觀看微電影的「移情」程度,沒有去過澳洲比去過澳洲旅遊的受測者來得高,有澳洲旅遊經驗的受測者,「熟悉感」則高於不曾去過澳洲旅遊的受測者。因此,製作微電影時可以考慮以女性觀點,透過新媒體形塑目的地意象,並發展新的行銷模式,可為相關單位創造旅遊及週邊效益。
Mini short film as the new media is a very popular marketing tool in Taiwan, China and Hong Kong recently. The objective of this study was to measure the immediate impacts of a mini short film on the perceptions of viewers. Based on the conceptual framework of Kim & Richardson(2003), we intended to investigate the impacts of internal factors (empathy, famili-arity and destination images) to visitation intention. The film chosen for this experiment was the Heartbeat Love in which Australia was featured prominently in the film. Using established scales from the tourism and marketing literature, 331 viewers were surveyed after watching the film. The results indicate that varied significantly between empathy, familiarity and visitation intention after watching the mini short film. After watching the film, a large percentage of the respondents expressed a desire to visit the Australia seen in the film, with female showing a significantly higher intention to visit Australia than male participants. The viewers never been to Australia after watching the film was significantly higher than the one had been to Australia. Therefore, mini short film can be produced from a female point of view, and to shape destina-tion image. The results implied that mini short film as a new marketing tool can bring the ben-efits to tourism industries.