The Study on Involvement, Familiarity, Destination Image and Travel Intention of Film Audience- A Case Study of “Monga”

• Main Authors: CHIEN-YI, CHANG, 張建儀
• Other Authors: Pei-Ti Chen
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/89591422267887449547

碩士 === 中華大學 === 企業管理學系碩士班 === 99 === Film-induced tourism refers to the transmission of mass communication media used to induce viewers to engage in tourist activities in the destinations. This not only motivates auxiliary tourism benefit, but also concretely contributes to regional development; this is a method that applies placement marketing. This study uses the film MONGA as the research case to explore the relationships among viewer involvement with the film, familiarity with the destination, destination image, and travel intention. Viewers who have seen the movie but have not travelled in Monga are the subjects to be sampled. Internet sampling was used, and resulted in 316 valid samples. Results of this study show: (1) involvement has a positive effect on destination image, and groups with high involvement have a higher sense of identification with the “extent of local development” and “tourism and travel resources” in destination image than do groups with low involvement; (2) involvement would positively affect familiarity, meaning when the viewer has high involvement with the film, they would have greater concern for the locations, content, or details of the film; through collection of related information, they would have destination familiarity; (3) familiarity has a positive influence on destination image, meaning the accumulation of information results in familiarity, and makes the image of the destination more positive; (4) familiarity has an intermediary effect between involvement and destination image, meaning involvement would affect viewer’s destination image through familiarity; (5) destination image would positively affect travel intention, meaning when viewers have a good destination image, they are more likely to want to travel to the destination. Based on the research results, this study makes the following suggestions: (1) films are indeed able to elicit travel desire in viewers, so tourism marketers and local governments should integrate local characteristics into the story character of film to achieve the purpose of promoting tourism; (2) when promoting film-induced tourism, it is necessary to establish a complete information system to increase tourist familiarity with destinations, forming good images and travel intentions; (3) at the same time, local governments can maintain the filming locations to elicit viewer desire to sense the milieu in the film. This study also recommends that future studies should further explore the preexisting factors involved in films, and to explore the influence on tourist locations after the wave of film-induced tourism recedes, in order to establish strategies to promote sustainable development in tourism. Keywords: involvement, familiarity, destination image, travel intention, film-induced tourism