影視觀光產品魅力因子研究-以電影KANO為例

The Attractiveness Factors of Product for Film Tourism:An Empirical Study of Taiwan Movie KANO

陳宜貞(Yi-Chen Chen)

指導教授 ： 侯錦雄 ； 郭彰仁

國立虎尾科技大學/文理學院/休閒遊憩研究所/碩士(2015年)

https://doi.org/10.6827/NFU.2015.00093

摘要

隨著大眾傳播的影響觀看電影的人口逐漸增加，電影媒體傳播對社會大眾的價值觀具有其影響力，特別在這些票房熱絡的電影中，人物所處的環境、用的器具、穿的服飾和去的地方，常成為流行的焦點，並同時帶動了電影拍攝地的觀光人潮。面對這種現象，電影做為一種特殊形態的商品，隨著遊客對於觀光品質的提高，了解遊客的需求成為發展影視觀光產品的重要因素。因此，為了了解影視觀光產品具備什麼樣的魅力來驅動人們進行影視觀光，還有遊客對影視觀光產業的品質需求，本研究運用魅力工學的評價構造法和Kano品質模式，最後分別以訪談10位影視觀光產品高涉入者和有效問卷403份進行兩階段研究。

經實證研究結果發現：1.魅力因子的構成經由評價構造法獲得24個產品原始魅力因子，歸納出42個抽象魅力因子和63個具體魅力因子，其中電影、拍攝地和景點的部分最受受訪者認同；2.影視觀光產品涉入程度越高的遊客對於影視觀光產品吸引程度越高；3.遊客的性別、年齡、教育程度和職業對於影視觀光產品涉入程度有部分顯著差異；4.在影視觀光產品的吸引程度上，遊客的年齡和教育程度有部分顯著差異；5.影視觀光產業的關鍵品質要素在「核心知識」、「深度體驗」、「高質美感」三個構面題項中，共7項歸類為「魅力品質」；6.不同類型的遊客在影視觀光產業所提供的各項服務要素中的認知上不同，可能會隨著遊客本身看過電影與否和參與過產品與否而有所不同；7.品質改善指標的部分，若想要有效提升遊客的滿意度，可以針對場所的室內外動線規劃、相關服務設施的美化、經營空間美感之氛圍、還有歷史人文、情境等元素體驗的場域空間來進行改善，另外，對地方、社區或城市的生活特色和文化特色（如文物、音樂、服裝、風土民情等）之創意化運用的表現情形，也是需要進行改善的。

本研究結論分析出KANO影視觀光產品魅力因子，還有不同遊客類型對影視觀光產業的品質需求，減少未來開發影視觀光產品所需調查遊客需求的評估時間，提供給影視觀光產業等相關業者作為行銷之參考依據，另外針對KANO影視觀光產品提出改善建議，還有未來台灣發展影視觀光之建議，做為政府或後續研究參考依據。

關鍵字

影視觀光產品 ； 文化創意產業 ； 魅力工學 ； Kano模式 ； 涉入程度

並列摘要

Alongside the overall increase in movie-goers, the deep influence of mainstreamfilms within the audience can be observed in the adoption of the disseminated social values by the general public. This is especially obvious in blockbusters that have obtained extreme success in the box office. The location in which the film was made,the equipment that was used, the apparel and places the characters visited all become secondary focuses of its popularity; creating a unique surge of film tourism. In sight of such a phenomenon, it became apparent that films have become a new gateway to a new form of tourism and merchandising. To fulfill the ever heightened expectations of visitors, the necessity to understand the needs of the public becomes an essential factor in the development of film-related tourism merchandise. Therefore, in order to understand what sorts of film-related tourism merchandise attracts the interests of potential visitors, especially considering their high expectations in product quality; this research used the Evaluation Grid Method theory from Preference-Based Design and the Kano quality model. It also includes 10 interviews with tourists that are highly involved in film-related tourism products and 403 valid questionnaires for this two-phased study.Research result shows:

1.The attractiveness factor consisted of 24 product originality factors, 42 abstract attractiveness factors and 63 concrete attractiveness factors. Amongst the choices, participants felt the most connection with the actual movie, film location and tourist attraction sites.
2.Visitors who were high level participants in cinematic tourism products had a higher possibility to be attracted by cinematic tourism products.
3.The gender, age, education level and occupation of visitors were obvious factors in determining a visitor’s level of participation in cinematic tourism products.
4.The age and education level of a visitor will cause a difference in their level of attraction to cinematic tourism products.
5.There are three major key quality factors found in cinematic tourism industry: 1) core knowledge, 2) in-depth experience and 3) high-end aesthetics; there are 7 categories that reside under attractivenesstic qualities.
6.Different types of visitors have different acknowledgements of the various services found within the cinematic tourism industry. This would vary depending on whether or not the visitor has seen the movie or have participated in any movie related activities or not.
7.As for quality improvement markers to raise overall satisfactory levels, there are a few points that could be of importance. Points such as the general planning of visitor circulation routes both inside and outside the venues, the beautification of related installations, the management of space and atmosphere aesthetics and respect for historical values and personal experience factors. Also, it is important to improve the references to both local and city lifestyles including cultural specificities (example: relics, music, apparel and cultural customs).

This research clearly identified the attractiveness factor of KANO’s cinematic tourism products and also the various needs from different types of visitors towards the cinematic tourism industry. With this study, it can reduce future assessment time for evaluations on cinematic tourism product developments and their visitors. It is provided as reference to cinematic tourism related industries and other marketing research. Further suggestions for improvement made to KANO cinematic tourism products and the future of Taiwan’s cinematic tourism recommendations can be used as future research references for government policies.

並列關鍵字

Film Tourism Product ； Cultural Creative Industries ； Preference-Based Design ； Involvement

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