近年來，有越來越多觀光地點被置入於媒體中，藉由媒體行銷推廣觀光地，所帶來的後續效應包括遊客增加、經濟收益成長等。然而，過去探討媒體行銷的研究卻缺乏有關媒體效應對居民所帶來之改變與影響。因此，本研究為探討當地居民對當地之觀光發展態度是否因媒體效應而有所改變，以問卷調查之方式分析了解當地居民所感受媒體帶來之潛在影響，以及對觀光發展之態度。研究結果發現，媒體效應的確可能對居民之觀光發展態度產生影響。居民希望藉由媒體行銷之影響力，除了帶動當地發展，更重要的是推廣當地文化。有關單位可針對不同地區屬性、需求加以不同元素融合媒體做行銷推廣多元的恆春。未來也可以讓居民參與瞭解規劃決策的過程，有助尋求居民支持與認同，了解居民想法與態度。另外，定期檢測、維護自然文化資源，以減輕居民對文化環境遭破壞的憂慮。

In recent years, an increasing number of tourism destinations are incorporated into the media and tourism destinations are promoted through media marketing, the effect including a rise in the number of tourists and economic income growth. However, past studies about the media effect did not examine the media effect on citizens. Therefore, this study explores whether media will affect changes in local citizens’ tourism impact attitude by questionnaire survey of local residents to understand the potential impact of the media brought to the residents, as well as their tourism development attitude. The results show that the media effect may affect the tourism development attitude of the residents. Residents hope the influence of marketing through the media, in addition to promote local development, and more importantly, to promote local culture. The attributes for different regions, needs to be done in different marketing elements to promote integration of multiple Hengchun through the media. Allow residents to participate planning and decision-making process in future to understand and help support and recognition for residents to understand the thoughts and attitudes residents. In addition, regular testing and maintenance for natural and cultural resources to reduce the residents concerns about environmental and cultural damage.

內容目錄
中文摘要 ii
英文摘要 iii
誌謝辭 iv
內容目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究背景及動機 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 媒體效應 7
第二節 居民之觀光發展態度 18
第三節 電影觀光與居民之觀光發展態度 28
第三章 研究設計 29
第一節 研究架構 29
第二節 操作型定義 30
第三節 研究假設 31
第四節 恆春半島概述 32
第五節 問卷設計 35
第六節 樣本與資料收集 46
第七節 資料分析方法 48
第四章 研究結果與分析 49
第一節 居民基本資料分析 49
第二節 居民感受之媒體效應分析 51
第三節 居民之觀光發展態度分析 68
第四節 媒體效應與居民觀光發展態度之相關分析 87
第五節 媒體效應與居民觀光發展態度之迴歸分析 91
第五章 結論與建議 93
第一節 研究結果與討論 93
第二節 研究限制與建議 96
參考文獻 98
附錄一、訪談大綱 104
附錄二、研究問卷 107


表目錄
表2-1 與觀光地結合之電影與戲劇 9
表2-2 電影、電視劇與觀光的關係 10
表2-3 電視/電影誘發觀光相關研究 11
表2-4 電影觀光衝擊 12
表2-5 韓籍旅客來台觀光成長率 15
表2-6 居民態度類型相關研究 20
表2-7 居民觀光發展態度相關研究 20
表2-8 觀光衝擊態度量表(TIAS)相關研究發展 23
表2-9 TIS衡量構面及題項 26
表3-1 問卷題項及參考來源 36
表3-2 受訪者基本資料 37
表3-3 訪談內容歸納 38
表3-4 正式問卷 45
表3-5 配額抽樣個區域人口比例及實際回收問卷數 46
表4-1 居民樣本人口統計變數分析表 50
表4-2 恆春居民對恆春電影觀光之認知 51
表4-3 不同性別受電影潛在影響之差異檢定 52
表4-4 受訪者年齡對於電影觀光認知之差異檢定 53
表4-5 受訪者教育程度對於電影觀光認知之差異檢定 55
表4-6 受訪者職業對於電影觀光認知之差異檢定 56
表4-7 受訪者從事觀光業與否感受電影潛在影響之差異檢定 58
表4-8 不同居住地之受訪者對於電影觀光認知之差異檢定 59
表4-9 受訪者居住於不同景點附近對於電影觀光認知之差異檢定 61
表4-10 觀賞電影次數不同之受訪者對於電影觀光認知之差異檢定 63
表4-11 參訪景點次數不同之受訪者對於電影觀光認知之差異檢定 65
表4-12 居民觀光發展態度之敘述性統計 68
表4-13 觀光發展態度因素構面 70
表4-14 不同性別對觀光發展態度之差異檢定 72
表4-15 受訪者年齡對觀光發展態度之差異檢定 72
表4-16 受訪者教育程度對觀光發展態度之差異檢定 74
表4-17 受訪者職業對觀光發展態度之差異檢定 75
表4-18 受訪者從事觀光業與否對觀光發展態度之差異檢定 76
表4-19 不同居住地受訪者對觀光發展態度之差異檢定 77
表4-20 受訪者居住於不同景點附近對觀光發展態度之差異檢定 78
表4-21 受訪者觀看《海角七號》次數對觀光發展態度之差異檢定 79
表4-22 參訪《海角七號》景點次數不同之受訪者對觀光發展態度之差異檢定 81
表4-23 群落聚合係數與增加百分比 84
表4-24 觀光發展態度與居民屬性 86
表4-24 整體媒體效應與整體居民觀光發展態度之Pearson相關分析 87
表4-25 媒體效應與觀光發展態度相關分析 89
表4-26居民觀光發展態度與整體媒體效應之Pearson相關分析 90
表4-27整體居民觀光發展態度與媒體效應之相關分析 90
表4-28媒體效應與居民觀光發展態度之迴歸分析表 91


圖目錄
圖1-1 研究流程圖 6
圖2-1 電影誘導之連續動機 16
圖2-2 電影觀光：利用電影行銷的機會模型 17
圖2-3 觀光的主要衝擊 19
圖3-1 研究架構 29
圖3-2 恆春鎮地圖 34
圖3-3 海角七號遊觀光巴士路線 47
圖4-1 群落聚合係數分析圖 84
圖4-2 群落剖析圖 85

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