| Summary: | 碩士 === 中國文化大學 === 觀光休閒事業管理研究所 === 100 === Audio-visual materials play a crucial role in tourism marketing. Tourism authorities around the world have been endeavoring to produce tourism promotion videos, aiming at building decent destination images in the eyes of customers. In fact, the idea that ‘culture influences and is reflected in commercial advertising’ was brought into light in earlier research. Based on this insight, we report on research undertaken to examine the association between culture and tourism promotion videos. Thus this paper seeks to reveal cross-culture similaries and differences in tourism video advertising, and to derive implications for national tourism practitioners in developing promotion videos, as well as fill the literature gap. In this study, 390 videos from 78 countries were content analyzed and using Hofstede’s five cultural dimensions to reveal the similarities and differences in the content and means of tourism advertising among different cultures. Of the ten culture clusters, we find notable differences in the message and design of the promotion videos. As a result of this finding, we suggest that official tourism organizations take culture differences into account when designing promotion videos, so as to effectively attract the attention of different tourist segments.
To sum up, culture affects advertisement, and advertisement reflects culture. Our study shows that due to their own cultural development, official tourism videos from different cultures differ in the content they present, the preference for appeal types and the strategies they adopt. The implication for tourism practitioners and authorities is to take culture differences into consideration and produce differentiated films in terms of message and languge to appeal to tourists of all cultures and tastes, and to effectively penetrate a panoramic view of the destination country into the heart of international tourists.
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