The Influence of the Cultural

• Main Authors: Li-Jung Tseng, 曾麗蓉
• Other Authors: Tzeng-Hua Yang, Ph. D.
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/79905881455244070022

碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業管理碩士在職專班 === 102 === Video clips are the most effective tool for tourism marketing. Its combination of images, text, music, and appeal can not only attract the attention of the audience but also affect their attitudes and emotions towards the country being introduced. The purpose of this study is to investigate the impact of consumers’ cultural backgrounds on advertising effect of tourism promotion video clips. Responses of 245 interviewers with oriental cultural backgrounds and 130 interviewers with western cultural backgrounds after watching British (Western) and Japanese (Eastern) video clips have been analyzed to see the difference of their perception, emotion, and behavior to the advertisement. The result of this study has indicated that the perception, emotions, and intention of behavior of western interviewers with respect to western tourism promotional video clips are higher than eastern tourists by reaching significant difference. This shows that, with less cultural difference, western interviewers have better feelings towards western video clips. As a result, the advertising effect is better. However, the perception, emotions, and intention of behavior of oriental interviewers with respect to oriental tourism promotion video clips are not higher than western tourists, and did not reach significant difference either. The possible reason is that the western interviewers responding questionnaires issued in Taiwan actually prefer oriental culture. This study has come up with the suggestion that the cultural background of target audience should be taken into consideration by tourism authorities in all countries while filming the tourism promotion video clips in order to achieve better advertising effect.