Effect of a Micro Movie Featuring the Celebrity Ariel Lin on Tourists’ Willingness to Travel

• Main Authors: TSAI, CHIA-WEN, 蔡佳紋
• Other Authors: Yang, Hsiao-Tzu
• Format: Others
• Language: en_US
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/22afxf

碩士 === 國立雲林科技大學 === 應用外語系 === 107 === This study aims to investigate how a celebrity’s personality may affect tourism promotion and to examine what elements of a micro-movie are attractive to potential tourists. To this end, this study focuses on a micro movie starred by Ariel Lin to promote Singapore’s tourism. A quantitative approach was employed to address the two research questions. A questionnaire was developed to explore how Ariel Lin’s personality influence viewers’ perceptions and what elements are attractive to viewers. A total of 120 participants filled out the questionnaire. The results indicate that the public image within the credibility of a celebrity affect the participants the most rather than the reputation of a celebrity. Secondly, the scenic spots, cuisines and the plot are the respondents’ favorite elements, as indicated in both of the questionnaire and the open-ended questions.