| Summary: | 碩士 === 南台科技大學 === 休閒事業管理系 === 100 === Recently, studies of media induced tourism were largely increased. However most of them were focused on film induce tourism, regarding to advertisement induced tourism were relatively rare. While people watching TV advertisement, spectators may emerge empathic involvement and familiarity, besides, it will lead spectators acknowledge cultural values of the destination which depicted in advertisements. Subsequently, it may shape spectators' destination image shown on TV. Thus, the main purpose of this study was to examine the relationship among empathy, familiarity, cultural value, destination image and visiting intention by watching TV advertisement. The framework of this study was based on the study of Kim and Richardson (2003). The subject of this study was the advertisement , Canon EOS 600D My Discovery, which a story happened in Lanyu. Students of Southern Taiwan University were selected as respondents. A total valid 389questionnaires were obtained. Statistical methods of SPSS 18.0 software including reliability analysis, descriptive statistics, exploratory factor analysis, correlation analysis and multiple regression analysis were used to analyze data.
Main results were as follows: Firstly, it was indicated that empathy, cultural value and expenditure of travelling expenses can positively influence cognitive image. Secondary, it was shown that empathy and cultural value had positive impact on affective image, while the grade of subjects and familiarity had negative effect on affective image. Thirdly, empathy, cultural value and cognitive image did show significant influence on visiting intention. Finally, it was concluded that respondent's profile had significant difference on empathy, cultural value, cognitive image, emotional image and visiting intention.
As above results, it is evident that empathy, cultural value and cognitive image can influence visit intention. However, it was argued that the influence of demographic characteristics can't be excluded completely. It was suggested that the authority of tourism could cooperate with TV advertisement practitioner, using narrative advertisement to marketing a tourist destination.
|
|---|
