影視節目觀光景點置入對涉入、地方依附與旅遊意願影響之研究

The Influence of Film Destination Placement on Involvement, Place Attachment and Travel Intention

本研究以電影「你的情歌」為例，利用結構式問卷採網路調查、SPSS統計分析進行研究。研究結果證實影視節目的置入性行銷對於收視者的目的地涉入程度、地方依附以及旅遊意願均有正向顯著影響；同時，收視者的目的地涉入程度對地方依附與旅遊意願，以及地方依附對旅遊意願均有正向的顯著影響。此結果顯示利用影視節目置入性行銷觀光旅遊景點為提高遊客旅遊意願的有效方法。依據研究結果建議觀光業者可利用影視節目行銷地方觀光；政府相關單位未來在推廣地方景點觀光時，可協助拍攝影視節目；並保留影視節目拍攝場景，以吸引更多遊客。

Film induced tourism has become an important strategy to attract tourists in the world. This study takes the movie ''Your Love Song'' as an example. Questionnaires are collected and analyzed by SPSS. The results confirm that the embedded advertisement of film and television programs has positive impacts on viewers' destinations involvement, local dependency, and willingness to travel. It is suggested that tourist industry can use embedded advertisement to promote local sightseeing, and the government can assist in film making, and the scenes in the film can be protected to attract more tourists.