The influence of video clips on destination image and travel intention - The case of Taiwan tourism

• Main Authors: Chun-MinChu, 朱純旻
• Other Authors: Yao-Chuan Tsai
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/k5e528

碩士 === 國立成功大學 === 國際企業研究所 === 104 === Currently, national tourism organizations are releasing video clips to promote tourism. As a means by which to access information, video clips provide images of a place. However, unlike films and micro films, video clips are short and lack a story line. This research makes use of a video clip, Taiwan’s 2015 Global Tourism Transit Promotion Film, which was produced by the Taiwan Tourism Bureau to exam the immediate impacts of a video clip on viewers’ images of and travel intention toward Taiwan. The results show that both cognitive and affective images of as well as travel intention toward a destination can be influenced by watching a video clip.