The Influence of Spokes-Characters on Fans’ City Tourism Image in the Virtual Community

• Main Authors: KAO, CHIN-JUNG, 高瑾蓉
• Other Authors: HUANG, LU-FENG
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/9vptyk

碩士 === 國立屏東大學 === 休閒事業經營學系碩士班 === 105 === 　　Business promotions and propagandas are used to utilize influential people as their brand spokesmen.In the aspect of spokes-character development, the most representative country is Japan that makes use of spokes-characters into the leisure industry for marketing local city to attract tourists to come to the cities for tourism. In the recent years, spokes-characte, isused in the tourism industry because of the influence of Japan. Although its development is not well developed yet, there is an ongoing trend in Taiwan. However, there are not many spokes-character studies from the viewpoint of city tourism development. The spokes-character of Kaohsiung MRT, so called K.R.T girls, is not only recognized and popular but also closely related to Kaohsiung tourism development. This study focuses on K.R.T girls as the theme of the research. The people who love K.R.T girls are the research target samples. This study attempts to explore the relationship among spokes-character's credibility, perceived value and tourism Image from the perspective of idolatry. The questionnaires were collected by convenient sampling method and online-survey totally delivers 363 copies of questionnaires. Excluding invalid questionnaires , totally 353 copies were collected. Structural Equation Modeling (SEM) was used to verify whether the structured model is influential and significant. The major findings of this study are summarized as follows: the spokesperson’s credibility and perceived value were significantly affected by idolatry, pokesperson’s credibility and perceived value had significant positive effect on tourism Image, and idolatry had no significant effect on tourism Image. The findings of the research offered useful information of virtual spokesman utilization in the city tourism development in the future.