Content Analysis of Advertisement Messages in Taitung

• Main Authors: Mei-xian, Wu, 吳美賢
• Other Authors: 鄭承昌
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/2g6bdm

碩士 === 國立臺東大學 === 區域政策與發展研究所 === 97 === On the basis of judgment sampling, 11 travel brochures and 1 travel memoir that cover the descriptions of Taitung City and 15 townships in Taitung County were selected to be analyzed by content analysis in order to retrieve destination images and advertisement appeals from the travel brochures and memoir. Also, based on semi-structured interviews, 5 visitors and 3 tourism promoters were interviewed to investigate if destination images and advertisement appeals coincided among tourism promoters, brochures and memoir, and visitors. Results showed that: 1) Three facets, natural scenic spots, travel information guides, and local economic specialties and activities, of destination images were most frequently embedded in the travel brochures and memoir. However, local cuisines, endemic species, and marine activities were much less conveyed in travel brochures and memoir; 2) In all the travel brochures and memoir, the most emphasized factor of advertisement appeals was rational appeal as well as emotional appeal was frequently used to express local atmosphere; 3) Tourism promoters could conveyed local destination images to visitors via travel brochures and memoir; 4) The findings also suggested that brochures and memoir can be good medium of tourism promotion. Finally, it is suggested that the availability of brochures and memoirs should be increased, and appropriate travel routing plans and Public transportation schedules should also be included in travel brochures and memoirs.