華燈初上：影視旅遊之觀光地意象、旅遊行為意圖

許多國家利用電影或影集推廣國家特色及旅遊目的地。2021年《華燈初上》在Netflix上映，劇中獨具特色的日式酒店及條通文化；然提及「條通」時，可能會聯想燈紅酒綠等負面意象，使閱聽者對影視拍攝地「條通」可能有不同理解。本研究採受試者間效應概念進行，探討「條通」地區在原始、誘發及複合三個群體，因《華燈初上》的觀看，而在四個觀光地意象構面（功能性、心理性、獨特性、負面）上的差異，進而影響後續旅遊行為意圖。研究結果顯示：（1）條通地區具有42個觀光地意象，從原始到誘發、再到複合意象形成之趨勢變化，會因有觀看影視《華燈初上》或實際到訪條通地區而受到顯著影響。（2）遊客觀看影視《華燈初上》並實際到訪，增強了對於條通地區的負面意象。

Many countries use movies or TV series to promote national identity and tourist destinations. In 2021, the Netflix series“Light the Night”showcased the unique Japanese-style hostess bar culture in Taiwan. However, for some, the mention of“Tiaotong”may conjure negative images, such as red-light districts and nightlife, which may lead to different interpretations among viewers. This study employs a between-subjects effect research method to investigate variations in the four dimensions of tourism destination images of the“Tiaotong”area (i.e., functional, psychological, uniqueness, and negative) across three groups (i.e., organic, induced, and complex). These variations are attributed to the viewing of“Light the Night.”Additionally, the study explores how these differences subsequently influence future travel behavior. The results show that (1) the“Tiaotong”area contains 42 tourism destination images, and the trend of change from original to induced, and then to complex image formation, is significantly influenced by the TV series“Light the Night”or by viewers who subsequently visited the“Tiaotong”area. (2) Tourists who watched the TV series“Light the Night”and visited the“Tiaotong”area developed improved perceptions of the“Tiaotong”area.