電影影響觀光意象？「賽德克－巴萊」的實證分析

Can Film Contribute to Tourism Image? Evidence from “Warriors of the Rainbow: Seediq Bale”

在觀光的發展上，電影觀光扮演重要的角色。本研究以「賽德克-巴萊」電影為例，探討電影效應對其目的地意象與原住民意象的影響。採自編問卷進行資料收集，於2011年9月至11月間，以觀看「賽德克-巴萊」電影者為研究對象，共收集到446份有效問卷，利用SPSS17.0及LISREL8.70進行統計分析與檢定。實證分析結果顯示，觀看電影的效果，顯著提升觀賞者對目的地的意象與賽德克族的意象；觀看前與觀看後目的地意象與原住民意象的四個象限分析，有效提出管理與行銷策略。最後，本研究根據研究結論提出具體之管理意涵與建議，並指出未來研究方向之建議。

Film-induced tourism plays a critical role in tourism. Investigating the effect of the movie “Warriors of the Rainbow: Seediq Bale” on viewers, this study examines both viewers' destination image and aboriginal image in Taiwan. A survey obtained 446 valid questionnaires during September and November in 2011. The data were analyzed by using SPSS 17.0 and LISREL 8.70. Analytical results demonstrate that the film “Warriors of the Rainbow: Seediq Bale” effectively alters both viewers' destination image and aboriginal image. On the basis of the pre-viewing and post-viewing analysis, the four quadrants provide practical means for managers and marketers to adapt management and market strategies related to destination and aboriginal images. Finally, this study provides numerous practical managerial implications. Recommendations for further study are given.