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研究生:丁彥宇
研究生(外文):Yen-Yu Ting
論文名稱:旅遊形象廣告內容分析及其對消費者心理意象塑造與廣告效果之影響-以韓國為例
論文名稱(外文):Tourism Advertisement and It’s Effects On the Formation of Consumers’ Mental Imagery and Advertising Effects -A Korean Case Study
指導教授:潘東傑潘東傑引用關係
指導教授(外文):Steve Pan
學位類別:碩士
校院名稱:東海大學
系所名稱:餐旅管理學系
學門:民生學門
學類:餐旅服務學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:110
中文關鍵詞:目的地形象心理意象廣告效果覺內容分析
外文關鍵詞:destination imagemental imageryadvertising effectsvisual content analysis
相關次數:
  • 被引用被引用:4
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:2
近年來,韓國在競爭激烈的旅遊產業成功佔有一席之地。其在旅遊形象(destination image)的定位策略上,成功的以旅遊廣告吸引了消費者的目光,建立了具吸引力的旅遊形象;並進一步引發旅遊意願,使消費者產生實際旅遊行為,也為韓國帶來相當可觀的旅遊收益。因此本研究目的旨在探究韓國旅遊廣告十年(一九九九年至二○○八年)來形象主題的演變,並藉由韓國旅遊廣告來了解心理意象塑造與廣告效果之影響,進而提出相關建議以做為旅遊形象制定以及廣告拍攝時的參考依據。研究方法採用視覺內容分析法(visual content analysis)來研究韓國過去十年國家旅遊廣告主題 (theme)之變與不變,提供第二部分廣告效果分析之背景基礎。第二部分分析,以問卷調查方式進行,主要植基於廣告所引發之心理形象模式(Miller, Hadjimarcou, & Miciak, 2000),此一模式在分析廣告內容(色彩、鮮明度、對比、情感、知覺等)與廣告引發之心理形象之關係;此外,第二部分之分析亦涉及廣告效果之AIDA理論 ,亦即知覺(awareness)、興趣(interest)、欲望(desire)與行動(action),藉以檢視旅遊廣告之播出效果。
研究結果發現,韓國旅遊廣告形象主題十年來的演變主要是以風俗文化為宣傳核心;其它形象則從強調標語圖示與烹調飲食,轉變為主打夜生活與娛樂形象,近兩年來則又開始推廣自然風景與古典與現代的融合形象。在心理意象對廣告效果的影響上,研究發現知覺形式和鮮明度會對消費者的知覺與行動造成影響,知覺形式、鮮明度、及情感狀態則會對興趣和渴望產生影響

關鍵詞:目的地形象、心理意象、廣告效果、視覺內容分析
In recent years, South Korea has been successful in attracting more tourists in a highly competitive environment. The strategy of positioning in the destination image has successfully attracted the attention of consumers by their tourism advertisement, and an attractive destination image has been projected. Besides, the strategy not only arouses travel intention and physical visitation, but also brings in substantial tourism receipts. The purpose of this study is to explore (1) South Korean destination image evolution in tourism advertisements during the past 10 years (1999-2008), and (2) understand how mental imagery formed after watching the advertisement influences advertisement effects in order to make recommendations to the development of destination image and advertising photography. The first objective is accomplished through visual content analysis, and the results are used to provide the bases for the second part of advertising effects analysis. The second part is conducted through questionnaires based on the model of mental imagery (Miller, Hadjimarcou, & Miciak, 2000).This model analyzes the content of advertising (such as colors, sharpness, contrast, emotion, perception, et cetera) and the relationship between advertising-induced image and mental imagery. In addition, the analysis also involves the AIDA theory of advertising effectiveness (Dann, 1996), that is, awareness, interest, desire and action, in order to investigate the effects of tourism advertisement.
The results show that the evolution of destination image of South Korean tourism advertisements in the last 10years utilize customs and culture as the core destination image. Other themes identified include cuisine, slogan and symbol, nightlife and entertainment. In the last two years the images of natural scenery and the fusion of traditional and present. As for the influence of mental imagery on advertisement effects, this study found that awareness and action is affected by modality; interest, and desire is influenced by modality, vividness, and affectivity.

Keywords : destination image, mental imagery, advertising effects, visual content analysis
中文摘要 I
Abstract II
目錄 IV
表目錄 VI
圖目錄 VIII
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 6
第二章 文獻探討 7
第一節 旅遊目的地形象 7
第二節 廣告 20
第三節 心理意象 27
第四節 研究假設 31
第三章 研究方法 33
第一節 研究架構 33
第二節 研究設計 34
第三節 問卷信度分析 44
第四節 資料分析方法與工具 46
第四章 結果與討論 48
第一節 樣本結構之敘述性統計分析 48
第二節 韓國旅遊形象廣告內容分析 51
第三節 人口統計資料對廣告效果的影響 57
第四節 結構方程模式分析 60
第五節 心理意象對廣告效果之迴歸分析 73
第六節 韓國旅遊形象廣告之回憶率 81
第五章 結論與建議 84
第一節 研究結論 84
第二節 研究建議與限制 90
參考文獻 92
附錄 正式問卷 100
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