A Study on the Familiarity, Empathy, Destination Image, and Visiting Intention by Watching Mini Short Films

• Main Authors: Ya-Chun Yeh, 葉雅純
• Other Authors: Yueh-Chun Shih
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/39125047032482106943

碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 102 === 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.