情感型消費者之偶像依戀與從眾行為對觀光目的地意象與行為意圖所扮演之角色

The Role of Emotional Consumers’idol Attachment and Herd Behavior On Tourist Destination Image and Behavior Intention

本研究運用行為評價理論探討具偶像依戀與從眾行為內、外在動機之粉絲，其目的地意象、觀光吸引力與行為意圖之影響關係。以結構方程模式分析得知，受訪者會因為迷戀之偶像在該地而對該地產生認知與情感影響造訪該地之意願。受訪者對韓國的整體印象影響其對韓國吸引力的認知，韓國的觀光吸引力亦會影響受訪者前往韓國的意願。但受訪者對韓國的整體印象無法透過觀光吸引力而影響造訪韓國的意圖。受訪者的從眾行為雖能影響對韓國之正面印象，但不足以直接影響其對韓國的整體觀光印象及促使前往韓國之意圖。在中介效果方面，依戀偶像者會透過對韓國的整體印象影響該地對其之吸引力。但從眾行為無法透過對韓國之整體意象而吸引消費者甚至前往韓國旅遊。

This study uses Behavioral Appraisal Theory to explore the impact of fans’destination image and tourist attraction with internal and external motivation on behavioral intention. According to the structural equation model analysis, the respondents will have a cognition and emotion on the place their idols live then visit the place. Respondents’overall impression of South Korea affects their perception of South Korea’s attractiveness. South Korea’s tourist attraction also affects respondents’willingness to travel to South Korea. However, respondents’overall impression of South Korea cannot affect their intention to visit South Korea through tourist attraction. Although respondents’herd behavior can affect their positive impression of Korea, it is not enough to directly affect their overall tourist empression of Korea and their intention to travel to Korea. In terms of the mediating effect, idol attachment affects the attraction of the place through consumers’overall impression of Korea. But herd behavior caanot attract consumers or even affect consumers travel to South Korea through their overall image of South Korea.