The Influence of Taiwan Idol Drama Involvement on Taiwan Tourism Image
Date Issued
2011
Date
2011
Author(s)
Hsu, Chia-Yen
Abstract
In recently years, drama has become a trend in Asia and further to stimulate the tourism industry. Thus, many place marketing strategies have linked the film to promote the location. In the terms of Taiwan, we found Taiwan idol drama has its stand in the Asian, because many dramas have be produced and sold to many place. And the filming location of idol drama also has an increase in tourists’ number after broadcasting. Therefore, from the central government to local governments used idol drama to attract tourists as publicity strategy in recent years. However, the direct impact of film media in the filming location is the perception of audience and it will promote the audience to the filming location and result travel behavior. there has been little research conducted on the association of Taiwan image with idol dramas in the past.
However, the audience perception about the filming location is not only from the film but also related to the involvement of audience. It will be different because of individual''s cognition came from different amount of information. Tourism image will affect tourists’ decision-making behavior, so we need to assess the image formation that could help the tourism sector to be more effective to implement the related strategies. In addition, the image formation is a dynamic process, so it has the different ways about the marketing and management to the different image stages. For the tourism sector, it is very important to understand the gap between pre-trip image and post-trip image. In addition, there is not only to evaluate changes in the image formation, but also to understand satisfaction and loyalty. This will have an impact on the following travel behavior. As we noted above, the main purpose of this study was to explore the image of Taiwan from the idol drama and the relationship between international tourists’ perception about Taiwan. Besides, we understand the causal relationship between travel satisfaction and loyalty to provide a tourism marketing proposal from the point of view about film.
This study used structured questionnaire to investigate the independent tourists who had watched the Taiwan idol dramas experience. There had two questionnaires：one is the pre-trip questionnaire, it was including images of Taiwan, the involvement of watched Taiwan idol drama and personal characteristics；another was the post-trip questionnaire, it was including images of Taiwan and tourism experiences in Taiwan. The survey site was at the bus station of the first and second terminal in Tao-yuan international airport. The purpose is to assess the pre-trip tourist and leaves their e-mail address to ask the post-trip questionnaire. Finally, the pre-trip questionnaire were 444, and the post-trip questionnaire were sent by Internet. Finally, we got the usable questionnaire were 189.
The results showed that this research used film’s issue to explore the tourism image was diffierent form general tourism image dimension. We found that the unique image dimension was “Booming film industry”；The perception of the pre-trip image is similar to the perception of the post-trip image, and only the dimension of “Booming film industry” dropped off after travelling；The results mean that the the degree of Taiwan idol drama involvement has a positive impact on the tourism image, the tourism image a positive impact on travel satisfaction, and the travel satisfaction has a positive impact on loyalty；The main marketing group of the film-induced tourism is female, 34 year-old people, the education level is colleage, the rate of revisitation is higher, and they prefer a more long-term trip.
Subjects
Taiwan idol drama
tourism image
film-iduced tourism
leisure involvement
travel satisfaction
revisit intention
intention to recommend
Type
thesis
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