| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 101 === Due to the recent trend about the adjustment of industry, the tourism industry which is comparatively environment-friendly became one of the important goals of local and central government institutions. It has been even clearer since Chinese tourist groups were permitted to travel to Taiwan in 2008. To attract travelers, the government and companies have made a lot of effort on location marketing including improving the tourist facilities and setup a clear image. Additionally since the rebound in Taiwan movie industry those seeking for city marketing have great interest in using the product placement as the tool to promote locations and placing the local sights into a movie to influence viewers.
Hence in this research product placement and other variables are discussed and selected to form research model. This research also discovered the different variables in product placement will lead to different consequence. The goals of this research are finding the mediator effect within placement type, recall and travel intension; Attitude toward movie, attitude toward city and traveling intension. Samples of 399 collected through questionnaire survey, tested the hypotheses by regression analysis.
The result showed both recall and attitude have mediator effect and which means the prominence of placement, the congruence between scenes and movie and the attitude toward movie could influence consumer’s intension through recall and attitude. In conclusion and based on the result, suggestions are as followed: marketers should concern about the prominence of placement and choose the proper type of script which can match the city and enhance the positive image.
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