| Summary: | 碩士 === 國立臺北教育大學 === 社會與區域發展學系碩士班 === 99 === Recently, film tourism is one of the popular style of travel in the world. Films as “hallmark events” for the potential impacts that they can have on a destination. As Urry(1990) suggests, the symbolic domain of popular culture is important to the construction of place imagery, even could change destination images in a short time period (Gartner, 1993). Further, there were two distinct images for tourists and residents. The tourists’ image was based on the natural and cultural landscapes whereas residents’ image was based on their familiarity with the city(Jutla, 2000). In addition, Heitmann (2010) indicated that there are conflicts between film industry and community in the film tourism planning process. The study aims to understand the gap of image between real world and imaginary film.
Data was collected by on-site survey with the residents using established scales from the tourism and marketing literature. Findings suggested that there was distinct images among perceived by residents from area and from the film. The affective image of city was more positive than the affective image of destination in the film, whereas the cognitive image was reversed. Besides, there are significant positive correlation between sense of place and city image. Furthermore, optimistic attitude towards tourism development was significantly related to the cognitive image of destination. The results could provide useful information for public or private sectors in attempting to marketing local destination via mass media and establish relevant strategies in the future.
|
|---|
