The Influence of TV commercials-induced Tourism on Community Development―A Comparative Case Study of Taiwan and Japan

• Main Authors: YAMNE KAZUHIKO, 山根一彦
• Other Authors: Hsiao, Teng-Yuan
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/z4yrjs

碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 103 === 　　Movie-induced tourism is very popular in recent years. TV dramas-induced tourism has always been the focus of discussion and research. However, the rarely noticed one, television commercials-induced tourism as comparative case studies, has indeedcaused a social phenomenon. Two television commercials which attract tourist crowds, Taiwan EVA Air (I See You) and Japan Airlines (Sakidoku), were chosen. This study will discuss and compare the two TV commercials and find what positive and negative effects that was brought to the local people by the tourist crowds.Qualitative interviews were adopted. Twenty nine residents from Chihshang Township, Taitung, Biei and Kamifurano Township of Hokkaido Prefecture were the research object and the interview results were analyzed.From economic aspects, Movie-induced tourism has an impact on Hostel and food and beverage industry. From environmental aspects, there are traffic congestion issues in Chihshang Township, Kamifurano and Biei Township due to the increasing tourists. On the other hand, Chihshang Township is faced with garbage problems. In Hokkaido, since tourists trespassed on farms, germs were brought to the farmland and produce was damaged.From social cultural aspects, (I See You) commercial made the residents in Chihshang Township proud. This study suggests that producers of TV commercials should assess the potential impacts on the local community, and reach a consensus with the residents.