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題名：遊客懷舊情感、旅遊吸引力、文化認同與地方依附對重遊意願影響之研究 – 以KANO台灣嘉義農林棒球電影為例
作者：江岱穎
作者(外文)：Tai-Ying Chiang
校院名稱：國立中興大學
系所名稱：企業管理學系所
指導教授：王精文
林谷合
學位類別：博士
出版日期：2024
主題關鍵詞：社會認同；地方依附；涉入；電影行銷；social identity；place attachment；involvement；film marketing
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本研究旨在瞭解消費者透過觀看電影，是否會喚起對台灣文化的好感以及對嘉義的觀光吸引力；並藉此讓嘉義的意象更加清晰，增強消費者到訪嘉義的意願，並透過電影觀光的效果，趁勢以運動慶典活動的方式，吸引民眾，為嘉義地區創造差異化的地方意象。研究以《KANO》棒球電影為研究範圍，以網路進行問卷的收集，研究對象則為嘉義市居民以外地區觀賞過《KANO》台灣嘉義農林棒球電影的民眾，先進行問卷的前測，這有助於評估問卷的可行性、可靠性和有效性；再正式發放問卷，所得受訪者人數為427人。
本研究結果發現：第一、觀賞過《KANO》電影民眾之「懷舊情感」會正面影響其「地方依附」成立。第二、觀賞過《KANO》電影民眾之「旅遊吸引力」會正面影響其「地方依附」成立。第三、觀賞過《KANO》電影民眾之「文化認同」會正面影響其「地方依附」成立。第四、觀賞過《KANO》電影民眾之「地方依附」會正面影響其「重遊意願」成立。第五、觀賞過《KANO》電影民眾之「活動涉入」會正面增強「地方依附」對「重遊意願」之因果關係成立。
本研究基於社會認同、地方依附和涉入理論，發現觀看電影對遊客地方依附感和重遊意向有積極影響，這有助於改進旅遊宣傳和市場營銷，提高旅遊目的地吸引力。在管理意涵方面，本研究根據研究結果，旅遊業者可以增加遊客對當地的依附感以增加其重遊意願。這包括創造懷舊情緒、提高旅遊吸引力、建立文化認同、加強地方依附和增加活動涉入。透過提供相關體驗、產品、活動和交通，可以提高遊客對當地的認同和依附感，促進旅遊產業的發展。
The aim of this study is to understand whether consumers, through watching movies, develop a favorable perception of Taiwanese culture and the attractiveness of Chiayi as a tourist destination. This will help make the image of Chiayi clearer, enhance consumers' willingness to visit Chiayi, and, taking advantage of the effects of film tourism, attract people through sports and cultural events, creating a distinctive local image for the Chiayi region.The research focuses on the baseball film "KANO" and utilizes online surveys for data collection. The study population consists of individuals who reside outside Chiayi City but have watched the Taiwanese film "KANO." The research begins with a pilot-study questionnaire to evaluate data collected, followed by the distribution of the official survey, which was completed by 427 respondents.
The findings of this study are as follows: The "nostalgic emotions" of those who have watched the film "KANO" positively affect their "local attachment." The "tourist attraction" experienced by those who have watched the film "KANO" positively influences their "local attachment." The "cultural identity" of those who have watched the film "KANO" positively impacts their "local attachment." The "local attachment" of those who have watched the film "KANO" positively influences their "intention to revisit." The "activity involvement" of those who have watched the film "KANO" positively strengthens the causal relationship between "local attachment" and "intention to revisit."
Drawing from social identity, place attachment, and involvement theories, this study found that watching movies has a positive impact on visitors' local attachment and intention to revisit. This contributes to improving tourism promotion and marketing efforts, enhancing the attractiveness of tourist destinations. In terms of managerial implications, based on the research results, tourism operators can increase visitors' attachment to the local area to boost their intention to revisit. This includes creating nostalgic emotions, enhancing tourist attraction, building cultural identity, strengthening local attachment, and increasing activity involvement. By providing relevant experiences, products, activities, and transportation, the connection and attachment of visitors to the local area can be enhanced, promoting the development of the tourism industry.
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