| Summary: | 碩士 === 國立交通大學 === 經營管理研究所 === 106 === Among the media that convey tourism information, video is an impressive one. Recently, people have become more accessible to tourism videos as the rise of smartphones, tablets and social media. Therefore, many Destination Marketing Organizations (DMO) hope to attract more people traveling to the places via tourism videos. It will help the relevant industries to have a better understanding of the audiences.
This study is based on the audiences of Tourism Videos. We applied the Theory of Planned Behavior (TPB) as a basic research framework, analyzed the influence of Tourist Videos on travel planning behavior by Attitude toward the Behavior, Subjective Norm, Perceived Behavioral Control and Intention. We verified it with the Structural Equation Modeling (SEM). Furthermore, we also investigated that which platforms did the audiences see the Tourism Videos.
The results found that there is a significant effect on the Intention of travel planning behavior motivated by Tourism Videos on Attitude toward the Behavior and Perceived Behavioral Control. Subjective Norm also has an influence on Attitude toward the Behavior. In the result of the Tourism Videos platforms investigation, the audiences are most often contacted via the video website YouTube, while the commonly used devices from high to low are computers, mobile phones and TVs. In addition, the amounts of producers of Tourism Videos that the audiences often watched are more in User-generated Content (UGC) than in Destination Marketing Organization (DMO). Finally, we hope that through the results of this study, it would be easier for the tourism-related businesses to make relevant planning.
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