The Influence of Film Tourism on City Marketing in Kaohsiung: A Survey of Netizens

• Main Authors: Tang, Yu-Ching, 湯喻晴
• Other Authors: Liu, Li-Wei
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/fqdq64

碩士 === 逢甲大學 === 景觀與遊憩碩士學位學程 === 101 === “You must sell a better lifestyle in order to sell products.” Through watching films, one can inspire imagination from an unfamiliar city. According to the successful cases which marketed their cities through films, a vivid model for Taiwan to inspect and learn from became clear, and it sure did work. The aim of this study was how the influence of film tourism can affect city marketing. Four categories are classified in this research. They are attraction, film tourism, city marketing and netizen, respectively. Examining the factors of film tourism decisions, and summarizing how the reasons of film tourism affected city marketing, the electronic survey was conducted. The questionnaires were distributed and collected through websites. There were 573 valid questionnaires obtained. With robust results, this research has evaluated correlations and variations among all dimensions by using statistical analysis. The results of the research demonstrate that there is no significant difference in the netizen profiles, attraction dimension, film tourism dimension, and city marketing dimension. In attraction dimension, if a city attraction is stronger and more able to bring crowds to the city, there is no obvious impact of film tourism behavior. The film attraction is the key to affect film tourism behavior. To go city sightseeing through watching a film, the stronger the intention of travelling film scenes for the city tour. In film tourism dimension, the stronger the intention of going to the city by film tourism if they have experience.Film stories, personas, soundtracks, and the lifestyle of the city on motivation of film tourism have the most significant positive correlation. Consequently, film tourism can enhance city marketing. If the films are a smash at the box office, the results will be better. If the administration wants to market their city with film tourism, it is suggested that building an assessment mechanism to choose wonderful texts, and incorporate marketing places and promotion. It will grasp the tourists from the target market more accurately.