旅遊照片差異對情緒反應之研究

The effects of difference travel photographs on emotional responses

本研究將探討不同旅遊照片類型呈現目的地意象引發情緒反應之關係。研究設計採用5位攝影者所拍攝的金門照片481張，再由7位學生挑選出他們認定代表金門的彩色影像共92張，再以Ulead Photoimpact 12軟體轉換成92張黑白照片。以實驗設計法，自變項（X）則為旅遊照片（彩色與黑白），依變項（Y）為情緒反應。經由網路發放問卷至全國大專院校，以大學生受測者樣本，剔除無效問卷，有效問卷為249位，回收率為69.0%。研究結果顯示，大學生觀看彩色旅遊照片與黑白旅遊照片引起的情緒反應程度有顯著性差異存在。研究結果建議，當地觀光行銷策略可以透過不同照片類型（彩色或黑白）的呈現，進而引發旅遊者形成不同的情緒反應。

Tourists through tourist or a picture image generated situational understanding of subjective experience and to generate the perception and emotion, to in-depth understanding of individual emotional states affect the tourist image media to become the key factor in mood. The aim of this study was to examine the different types photos of tourism destination image induced tourist's emotional reactions. Five photographers took 481 photos of Jinmen. Then seven students selected 92 color images representative of Jinmen. Using Ulead Photoimpact 12 software, 92 color photos transformed into black and white photos. The independent variables was travel photos (color and black and white) and the dependent variable was the emotional response. The questionnaires were distributed through the personal network. An online survey was used as a data collection method to effectively reach a college population sample. After removing incomplete and unusable responses, a total of 249 usable surveys were kept, resulting in a usable response rate of 69.0%. The results showed that participants watched different type photos travel induced emotional response differences. The results suggested that tourism market should use certain strategies through different types of photos (color or black and white) to trigger the emotional reactions of tourists.