Tourist Involvement and Attitude on Tourism Commercial Films

• Main Authors: Ling-Chen Chien, 簡伶蓁
• Other Authors: Wen Cheng Wang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/85003320635961548315

碩士 === 立德大學 === 休閒管理研究所 === 96 === 　　Tourism bureaus of countries worldwide often use TV commercials to promote local tourism, attract foreign travelers, and increase the tourism income of the country. This study is an exploratory research aimed to discuss the constituting elements of tourism commercials, their effects on audiences of different characteristics, the involvement of audiences, and the relationship between tourism commercial and the commercial attitude derived from it. The subject of this study was the two international tourism commercial of Taiwan published by Tourism Bureau of Taiwan, “Flying high flying Taiwan” and “Wish to see you in Taiwan”, and surveyed Japanese university students and graduate students via Internet questionnaire. The number of valid return was 216 questionnaires. 　　The results showed that “Flying high flying Taiwan”, which was based on story narration, was better recognized by the samples living in low population area and never traveling abroad before. Graduate students, who have higher education, focused more on the presentation of tourism resources and colors, and university students were more attracted by the arrangement of images. The tourism features, visual images, sound, and reinforced impressions were significantly correlated with the involvement degree of the subjects. Under high involvement, reinforced impression had significant effect on the affective aspect and conative aspect of the commercial attitude; under low involvement, tourism features, sound, and visual effect had significant effect on the cognitive aspect, while reinforced impression had effect on the affective of the samples, and the conative was significantly affected by performance orientation. 　　“Wish to see you in Taiwan”, which was based on characters, was better recognized by women, those who live in dense population area, and those who have travel abroad 6-10 times. The degree of recognition of university students was higher than that of graduate students. The voice, image of spokesmen, reinforced impression, and commercial performance were significantly correlated with the involvement degree of the subjects. Under high involvement, tourism features had significant effect on commercial attitude, while performance orientation and visual images not only affected cognitive aspect, but also affective and conative ; under low involvement, all elements of tourism commercials had significant effect on the cognitive aspect. 　　In sum, tourism resources and visual images are effective in promoting the audience’s recognition on tourism commercial, while enhancing their focus and stimulating related ideas. However, spokesperson is the least recognized among other elements. Commercial performance orientation would significantly affect the cognitive and affective. Moreover, voice can attract the attention of the low-involver quicker, so as to allow the audience understanding the meaning to be expressed in the commercial. Under different levels of involvement, reinforced impression can create positive commercial attitude in audience.