| Summary: | 碩士 === 靜宜大學 === 觀光事業學系 === 100 === Film tourism is a growing phenomenon worldwide, fueled by both the growth of the entertainment industry and the increase in international travel (Hudson & Ritchie, 2006). Busby & Klug (2001) had purpose the cultural tourism is one of the fastest-growing areas of tourism, representing an area of significant economic benefit. It includes tourism related to the artistic and intellectual heritage of an area, special cultural and pilgrimage experiences are sources of arousal to compensate for the deficiencies of ordinary life. However, different destination attracted different personality characteristics, Plog (1974) called that psychographics. Plog believed psychographics can prediction destination choice.MacCannell (1976) argues that tourists seek more authentic ways of life in places away from home; a behavior that would liken them to pilgrims who are on value-affirming journeys to distant places (Turner & Turner, 1978). Overall, most of our film tourists were ‘followers’ very much like pilgrims: people were willing to ‘follow in the footsteps’ to visit places that had attained an aura in their own eyes, authenticated by cast and crew comments (Buchmann, Moore, & Fidher, 2009).
The purpose of this study was to investigate the relationships among psychographic, seeking authenticity and destination choice. Taking the " Seediq Bale " as an example, Wushe Street in LinKou and Alang Gluban in Nantou County were selected as study areas. During February 1 to May 13 in 2012, total 605 valid questionnaires are collected from on site survey.
The results from exploratory factor analysis show that four psychographic characteristic: take the initiative to try new things, integration into the local life, inquisitive and explore the tourism activities and universal opinion of money value; the cluster analysis of psychographic show that four groups, include: planfulness, impulsivity, adventureness and self-confidence and people orientation. Seeking authenticity also to do exploratory factor analysus, the three factor dimensions named: seeking authenticity of history, seeking authenticity of seen space significance and star worship; than cluster analysis show that five groups, authenticity of history space seekers, authenticity of history seekers, space significance seekers, star worshippers and drawn to here because of its attracted. The results found the constructs from psychographic and destination choice has significant difference, but psychographic can not predict destination choice; but the constructs from seeking authenticity and destination choice not only has significant difference but also can predict destination choice. The results found the constructs from psychographic and seeking authenticity used correspondence analysis perceptual mapping show that Wushe Street in LinKou and Alang Gluban only one had the same result, that star worshippers belong people orientation.
Finally, the results of this study can provide other researchers for follow up analysis about psychographics and seeking authenticity and; the constructs of cost and reward scale measurement. Besides, on the practice recommendation, film tourism can develop from “spot” to “area”, to increase the breadth and depth of film tourism, and further to achieve the sustainable development.
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