臺灣博碩士論文加值系統

本研究旨在調查名人的特質如何促進旅遊推廣，與微電影的哪些元素可吸引潛在觀光客。研究者採用定量研究來回答兩個研究問題：（1）名人的特質如何促進旅遊推廣，以及（2）微電影的哪些元素對潛在遊客具有吸引力。此研究包含了一份問卷，問卷的第一部分為分析名人的特質如何促進旅遊推廣，第二部分則為探討微電影的哪些元素將吸引潛在的遊客。此外，另有開放式問答題以瞭解觀眾對於林依晨特質的看法以及新加坡旅遊推廣微電影的內容元素。共有一百二十人填寫了此研究問卷。問卷結果顯示，名人的公眾形象影響最深。再者，一部微電影裡中的景點、美食和情節對受訪者來說最為青睞。開放式問答題更顯示了受訪者對於林依晨名人特質的看法以及由她所主演的新加坡觀光微電影的反饋。

This study aims to investigate how a celebrity’s personality may affect tourism promotion and to examine what elements of a micro-movie are attractive to potential tourists. To this end, this study focuses on a micro movie starred by Ariel Lin to promote Singapore’s tourism. A quantitative approach was employed to address the two research questions. A questionnaire was developed to explore how Ariel Lin’s personality influence viewers’ perceptions and what elements are attractive to viewers. A total of 120 participants filled out the questionnaire. The results indicate that the public image within the credibility of a celebrity affect the participants the most rather than the reputation of a celebrity. Secondly, the scenic spots, cuisines and the plot are the respondents’ favorite elements, as indicated in both of the questionnaire and the open-ended questions.

摘要 i
ABSTRACT ii
ACNOWLEDGEMENTS iii
TABLE OF CONTENTS iv
LIST OF TABLES vi
LIST OF FIGURES vii
CHAPTER ONE INTRODUCTION 1
1.1 Background 1
1.2 Purpose of the study 3
1.3 Research questions 3
1.4 Significance of the study 3
1.5 Definition of terms 4
CHAPTER TWO LITERATURE REVIEW 5
2.1 Celebrity endorsers and advertising 5
2.1.1 Effects of celebrity endorsers on advertising 5
2.1.2 Credibility of a celebrity in advertising 7
2.2 Effects of movies and films on tourism 9
2.3 The effect of a filmed site on the tourism industry 11
CHPTER THREE METHODOLOGY 12
3.1 Research design 12
3.1.1 Ariel Lin 12
3.2 Participants 13
3.3 Instruments 14
3.3.1 The micro movie for promoting Singapore’s tourism 14
3.3.2 Questionnaire survey 17
3.4 Data collection procedures 21
3.5 Date analysis 21
CHAPTER FOUR RESULTS 22
4.1 Results concerning research question one 22
4.2 Results concerning research question two 24
4.3 Reliability statistics 28
4.4 Results concerning open-ended questions 28
CHAPTER FIVE CONCLUSIONS AND LIMITATIONS 33
5.1 Summary of the study 33
5.2 Discussion of the results 33
5.2.1 Discussion of a celebrity’s personality 33
5.2.2 Discussion of the elements of a micro movie 34
5.2.3 Discussion of the open-ended questions 35
5.3 Limitaitons of the study 35
5.4 Suggestions for future research 36
REFERENCES 37
APPENDIXES 39

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