A Study on the Influences of Celebrity Worship on Special-Interest Tourism Attitude and Purchase Intention

• Main Authors: Yu-chien Huang, 黃榆茜
• Other Authors: Yuan-i Yeh
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/30923061629198661834

碩士 === 靜宜大學 === 觀光事業學系 === 103 === In 2001, Korea Culture & Content Agency made a culture policy to develop Korean wave, and promoted the cultural industries of movie, Korean drama, and music. Since Korean pop music, movies, and television have highly worldwide reputation, it’s attraction on fans had made a pilgrimage and chase after star to South Korea. During the year of 2015, Korea Tourism Organization of branch office in Taipei has disseminating the main points of Imagine Your Korea, attempting to strengthen foreign independent travel market and develop special-interest tourism. Thus, the study aimed to explore the influences of celebrity worship on special-interest tourism attitude and purchase intention. A survey research design and questionnaires were adopted by the study, and a total of three hundred and eighty-six valid samples were collected from k-pop fan of Taiwan so as to examine the relationships among the above variables. The study results indicated that: 1.Celebrity Worship has positive impact on Special-Interest Tourism Attitude. 2.Special-Interest Tourism Attitude has positive influence on Purchase Intention. 3.Celebrity Worship has positive impact on Special-Interest Purchase Intention.