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研究生:溫芷珊
研究生(外文):VERONA VUN ZHI SAN
論文名稱:以自我拓展理論探討韓劇對遊客再次赴韓旅遊意圖之影響
論文名稱(外文):The Effect of Korean Drama on Tourist's Intentions: Perspective of Self-Expansion Theory
指導教授:江藍龍
指導教授(外文):CHIANG, LAN-LUNG
口試委員:顏于翔鄒蘊欣
口試委員(外文):YEN, YU-XIANGCINDY, YUN-HSIN, CHOU
口試日期:2020-06-17
學位類別:碩士
校院名稱:元智大學
系所名稱:經營管理碩士班(行銷學程)
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:94
中文關鍵詞:韓劇韓流影視旅遊旅遊動機自我拓展旅遊意願
外文關鍵詞:Korean DramaKorean WaveFilm TourismMotivation of TravelSelf-expansionBehavioral Intention
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起始於1990年代,來自於大韓民國,簡稱韓國的一種跨越國際的流行文化在東南亞地區不斷地傳播並得到了認可。因為韓國的流行文化在全球流行並且在國際上享有的知名度而這個現象被稱為“韓流”。如今,由於數位媒體和線上媒體平台的發展,韓國風潮已遍及全球,韓國已成為流行文化和旅遊業的主要出口國。而韓劇是韓流和旅遊業的主要推動力之一。因此,本研究傾向於以自我拓擴展理論為視角,來更好地了解韓國電視劇影響外國遊客重遊韓國的動機和行為意圖。這項研究利用影視旅遊中的推拉因素來研究韓國戲劇觀眾的旅遊動機。從戲劇建立起遊客與韓國的情感聯繫在推拉因素與遊客的行為意圖具有積極影響。總而言之,通過調查結果,營銷人員和旅遊相關企業可能會更好地了解由於韓劇的影響而產生的遊客旅行動機,並有助於他們未來的業務可持續性。本研究用線上的方式並收集了300個有效問卷。本研究假設分析使用了社會科學設計軟件包(SPSS)和結構方程模型(SEM)。
Beginning in East Asia in the 1990s, a new production of transnational popular culture form South Korea has been recognized. The surge in the international visibility of Korean popular culture is referred as the Korean wave or “Hallyu”. Nowadays, due to development of digital media and online media platforms, Korean wave has been spread across globally and South Korea has emerged as a major exporter of popular culture and tourism. Thus, Korean drama is one of the major driving force of the Korean Wave and the tourism industry. Therefore, this study tend to get a better understanding about the film-induced foreign tourists travel motivation and behavioral intention to revisit South Korea with the perspective of self-expansion theory. This study draws on push and pull factors of film-induced tourism to examine the travel motivation of Korean drama’s audiences. Emotional connection of the tourists with South Korea which built from the drama plays a moderating effect between the relationships of push and pull factors with self-expansion of tourists. And the final results show that self- expansion has a positive effect on tourist behavioral intention. To conclude, through the findings, marketers and tourism related enterprises may better understand tourists travel motivation due to the influence of Korean drama and assist their future business sustainability. In addition, online survey was applied on quantitative research to collect data. A total of valid 300 responses were collected. Statistical Package for the Social Science (SPSS) and Structural Equation Modelling (SEM) was used on the study hypotheses analysis.

Chapter 1: Introduction 1
1.1 Introduction 1
1.2 Background of the Study 1
1.3 Research Questions 6
1.4 Research Objectives 7
Chapter 2: Literature Review 8
2.1 Korean Wave 8
2.2 Self-expansion theory 10
2.3 Film-induced tourism 12
2.4 Push and Pull factors 16
2.5 Destination Image and Emotional Connection 21
2.6 Behavioral Intention 24
Chapter 3: Research Methodology 26
Conceptual Research Framework 26
3.2 Operational Framework 27
3.3 Data Elicitation 29
3.3.1 Sampling and Data Collection 29
3.3.2 Questionnaire Design 30
3.3.3 Analyses Method 32
3.4 Questionnaire Reliability Analyses 32
3.4.1 Pre-test and pilot test 32
Chapter 4: Results Finding and Discussion 34
4.1 Demographic Characteristics of Respondent 34
4.2 Descriptive Analysis 36
4.2.1 Pull Factors 36
4.2.2 Push Factors 37
4.2.3 Emotional Connection 38
4.2.4 Self-expansion 39
4.2.5 Behavioral Intention 40
4.3 Exploratory Factor Analysis (EFA) 40
4.4 Independent Sample T-test 45
4.4.1 T-test of Gender 45
4.5 First Order Confirmatory Factor Analysis (CFA) 46
4.5.1 First Order Reliability and Validity Analysis 48
4.5.2 First Order Discriminant validity (Correlation Analysis) 51
4.6 Second Order Confirmatory Factor Analysis (CFA) 53
4.6.1 Second Order Reliability and Validity Analysis 54
4.6.2 Second Order Discriminant validity (Correlation Analysis) 55
4.6 Structural Equation Model (SEM) 56
4.6.1 Structural Model 56
4.6.2 Mediation Analysis 57
4.6.3 Moderator Analysis 59
4.6.4 Summary of Hypotheses Testing 65
Chapter 5: Conclusion and Discussion 67
5.1 Discussion of Research Objectives 67
5.2 Theoretical Implications 69
5.3 Managerial Implications 71
5.4 Limitations and Future Research 72
REFERENCES 74
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