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| 題 名 | 微電影對旅遊地意象與旅遊意願的影響:以故宮《故事宮寓》為例=The Impact of Micro-Film on Destination Image and Travel Intention: A Case Study of the Palace Museum's Story Palace |
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| 作 者 | 羅惠西; 黃鈴媖; 林孟龍; | 書刊名 | 真理觀光學報 |
| 卷 期 | 21 2025.12[民114.12] |
| 頁 次 | 頁21-39 |
| 分類號 | 992.014 |
| 關鍵詞 | 微電影; 旅遊地意象; 旅遊意願; 影視觀光; 博物館行銷; Micro-film; Destination image; Travel intention; Film tourism; Museum marketing; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6438/TOJT.202512_(21).0003 |
| 中文摘要 | 本研究以國立故宮博物院微電影《故事宮寓》為例,旨在探討觀眾觀賞後對旅遊地意象與旅遊意願之影響。研究透過網路問卷調查,共回收594份有效樣本,並運用差異分析及多元迴歸分析進行假說驗證。實證結果顯示,微電影對提升旅遊地意象與旅遊意願具有顯著正向效果,且旅遊地意象亦能正向預測旅遊意願。據此,本研究建議觀光相關單位應善用偶像代言與貼近生活之故事腳本,強化情感連結,並透過旅遊地整合行銷溝通與服務品質之優化,以具體落實影視觀光及博物館行銷之成效。 |
| 英文摘要 | This study uses the National Palace Museum's micro-film, The Story of the Palace (Gushi Gongyu), as a case study to investigate the influence of viewing the film on audience's destination image (DI) and subsequent travel intention (TI). The research employed an online questionnaire survey, collecting 594 valid samples. Hypotheses were tested using difference analysis (e.g., T-test, ANOVA) and multiple regression analysis. The empirical results demonstrate that the micro-film viewing experience has a significant positive effect on enhancing both destination image and travel intention. Furthermore, destination image positively predicts travel intention. Based on these findings, this study suggests that tourism authorities should leverage celebrity endorsement and relatable story scripts to strengthen emotional connections. Optimizing integrated marketing communications and improving service quality at the destination are also crucial steps for effectively implementing film tourism and museum marketing strategies. |
本系統中英文摘要資訊取自各篇刊載內容。