| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 103 === Movie and drama are not just a part of entertainment. In recent years, using the way of experiential marketing to promote “film tour” could make high value-added tourism benefits. Besides, to examine the relationship between travel involvement and tourism experience toward place attachment is worth a discussion.
With the flow of “Hanstyle”, travel agencies design a theme package tour, called “Star Tour”, to attract more customers by connecting the shooting locations together of this Korean drama. The way, Korean government, promotes their film industry to make the popularity of Korean drama is drastically increasing in Taiwan as well as encourages Taiwanese to come to visit Korea.
This study aimed to examine the relationship between travel involvement and tourism experience toward place attachment among film-induced Taiwanese who came to relevant spots of the Korean drama, “My Love from the Star”. Data were collected by using purposive sampling methods, and 600 questionnaires were issued. Excluding invalid questionnaires, 410 questionnaires were usable. The survey response rate was 72%, and the effective response rate was 68.3%. The obtained information was analyzed by descriptive analysis, reliability analysis, factor analysis, one way ANOVA, independent samples t-test, correlation analysis, and SEM. The results indicated that travel involvement significantly and directly affects tourism experience and place attachment; tourism experience significantly and directly affects place attachment; in addition, the results of this study can be referenced to relevant organizations for subsequent tour planning and actual recommendations can be offered to enhance the sense of travelers’ attachment.
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