| Summary: | 碩士 === 國立中興大學 === 行銷學系所 === 104 === Base on the diversification of travel product and the development of global economic system, the global tourism market was growing steadily. The proportion of young people traveling abroad was increasing. In addition, they also deeply affected by foreign popular culture, such as pop music and pop singer. Besides, youngsters have a high degree of involvement in the pop culture, so this study desired to understand the association between pop culture of music and tourism.
The purpose of this study was to explore the relationship between pop singer''s brand image, country image and destination image. Due to the previous studies mostly investigated that drama and film have an effect on tourist destinations. In this study, we would like to understand whether pop singers have the same influence or not, while South Korea and the United States were selected as nations to measure in our hypothesis. Furthermore, we explored the difference between them.
A sample consisting of 502 young people who listened to pop music was obtained through a purposive sampling procedure. Quantitative data were collected through structured questionnaires. Regression analysis was performed to analyze the data and test the hypothesis. The results of this study showed that, regardless of pop singer''s nationality and representative, (1) pop singer''s brand image have a significant positive influence on destination image; (2) pop singer''s brand image have a significant positive influence on country image; (3) country image have a significant positive influence on destination image; (4) country image has a complete mediate effect on the relationship between brand image and destination image. Based on the results, academic implications and applications were further discussed.
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