| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 103 === The main purpose of visiting Taiwan was for tourism. Tourism can bring income. The competitiveness of destination can enhance a country`s image.
Previous literature have reported that people`s positive image of celebrity may be transferred into the place that celebrities appeared. The social media and the celebrity in films will affect consumers’ perceptions of tourism destinations. However, few studies have examined the role of celebrities in place attachment. Therefore, the purpose of this study is to examine the relationship between celebrity involvement and place attachment through viewing Korean dramas. Questionnaire was employed in this study.
400 valid questionnaires of Taiwanese residents were collected. The results showed that celebrity fan involvement was positively related to place attachment. The higher involvement a fan has, the higher place attachment he/she has.
Therefore, this study suggests that the tourism and TV filming authorities can make good use of the influence of celebrities in entertainment. Other managerial implications and future studies are also provided.
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