怎樣的綠色旅遊廣告可以打動消費者的心？

What Kind of Green Tourism Advertisement Can Touch Consumer's Heart?

本研究以澎湖低碳生態旅遊為例，採3（敘事型/分析型/無自我參照)）x 2（強論點品質/弱論點品質）的受試者間實驗設計，蒐集六個實驗組的360 份樣本，並將受測者對澎湖的原先態度視作控制變數，以更嚴謹的共變數和簡單迴歸分析來檢驗變數間的關係。結果如下：（1）自我參照廣告比無自我參照廣告顯著提高綠色旅遊態度，（2）強論點廣告比弱論點廣告顯著提高綠色旅遊態度，（3）利用強論點廣告結合分析型自我參照廣告，可以顯著提高綠色旅遊態度，（4）環境保護承諾正向影響綠色旅遊態度，（5）當面對非積極環境保護承諾者，應在廣告中置入分析型自我參照，這可有效提升綠色旅遊態度，(6)綠色旅遊態度正向影響綠色旅遊意願。

This study takes low-carbon ecotourism in Penghu as experiential product and conducts a 3 (no self-reference/narrative self-reference/analytical self-reference) x 2 (weak argument quality/strong argument quality) between-subjects experimental design to test the proposed hypotheses. 360 valid samples were distributed to any one of six experimental situations. This results show the following: (1) Compared to no self-reference advertising, self-reference advertising leads to higher green tourism attitude. (2) Compared to weak argument advertising, strong argument advertising leads to higher green tourism attitude. (3) The effect of argument quality on green tourism attitude depends on the type of self-reference. If strong argument advertising matches with analytical self-reference advertising, this could lead to higher green tourism attitudes. (4) Commitment to environmental protection positively influences green tourism attitudes. (5) The effect of self-reference on green tourism attitude depends on commitment to environmental protection. The use of analytical self-reference advertising could effectively enhance green tourism attitudes among those who are not actively committed to environmental protection. (6) Green tourism attitudes positively influence green tourism intentions.