臺灣博碩士論文加值系統

The media using movies or shows has been a significant tool to directly and indirectly promote and advertise products, culture and other messages. There are some evidences showing TV dramas significant change audiences’ life style, buying habits, brand name preferences, etc. (e.g. Kim and Richardson, 2003; Cho and Agrusa, 2007; Cho, 2005)

Taiwanese dramas now are very familiar with Vietnamese audiences and have a lot of fans. This study is to examine whether dramas are the good media tool to promote Taiwan to Vietnamese tourists. Previous studies (e.g. Desai and Basuroy,2005; Kwak, Zinkhan, and Dominick, 2002) have frequently examined the influence of media such as film and soap operas on the tourism industry. The study of Cho and Agrusa (2007) also explores which factors as cultural impact, image of the country, etc. affect U.S. audiences’ preference toward Asian Soap Operas and provides implications and suggestion to Asian soap operas in the U.S. market.

This study will measure some aspects contained in Taiwanese dramas which could be the effective factors to Vietnamese viewers. Moreover, audiences’ film tourism awareness will be considered to evaluate its impact on shaping ability a destination image in viewers’ mind. Besides, this study investigates that there are exist the differences in audiences’ responses through the personal characteristics. The research will provide to Taiwanese tourism organizations an implication of film induced tourism in Vietnamese market.

Contents
CHAPTER ONE INTRODUCTION 1
1.1 INTRODUCTION 1
1.2 PURPOSE OF THE STUDY 3
1.3 RESEARCH QUESTION 3
1.4 OUTLINE OF THE THESIS 4
CHAPTER TWO LITERATURE REVIEW 5
2.1 VIETNAMESE DEMOGRAPHIC 5
2.2 RESEARCH BACKGROUND 6
2.3 FILM AND TOURISM 7
2.4 HYPOTHESIS DEVELOPMENT 10
2.4.1 Culture 13
2.4.2 Preference on Celebrity 15
2.4.3 Country Image 16
2.4.4 Entertainment 18
2.4.5 Willingness to visit a country 19
2.5 FILM EXPOSURE AND DESTINATION IMAGE 21
2.6 FILM AND TRAVELING DECISION 22
2.7 PERSONAL CHARACTERISTICS 23
2.7.1 Gender 24
2.7.2 Age 24
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 26
3.1 RESEARCH DESIGN 26
3.2 CONCEPTUAL FRAMEWORK AND HYPOTHESES 28
3.3 QUESTIONNAIRE DESIGN 30
3.3.1 Initial questionnaire 30
3.3.2 Pilot test and result 33
3.4 DATA ANALYSIS METHODS 35
3.4.1 Reliability analysis 35
3.4.2 Explore factor analysis 37
3.4.3 Linear regression analysis 38
3.4.4 T-test 39
3.4.5 One-way analysis of variance (ANOVA) 40
3.4.6 Descriptive statistic analysis 40
3.5 SAMPLING DESIGN AND DATA COLLECTION 40
CHAPTER FOUR RESEARCH RESULTS AND DISCUSSION 42
4.1 PERSONAL CHARACTERISTICS 42
4.2 EXPLORE FACTOR ANALYSIS 44
4.2.1 Factor analysis for external variables 44
4.2.2 Factor analysis for predictors and intention 46
4.3 RELIABILITY ANALYSIS 48
4.4 FACTORS INFLUENCE AUDIENCE INTENTION 50
4.4.1 Pearson’s correlation 50
4.4.2 The effect of external variables on predictors 52
4.4.3 The effect of predictors on the willingness to go travel a country 57
4.5 FILM EXPOSURE, DESTINATION CHOICE AND TRAVELING DECISION 60
4.6 PERSONAL CHARACTERISTICS AND TRAVEL INTENTION 65
CHAPTER FIVE CONCLUSION AND IMPLICATION 67
5.1 SUMMARY OF STUDY 67
5.2 IMPLICATIONS 73
5.3 LIMITATIONS AND SUGGESTIONS FOR FUTURE RESEARCH 74
References 75

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