文化差異影響觀光宣傳影片之研究：以Hofstede文化差異構面進行比較分析

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23941

Title:	文化差異影響觀光宣傳影片之研究：以Hofstede文化差異構面進行比較分析
Authors:	王琳
Contributors:	觀光休閒事業管理研究所碩士在職專班
Keywords:	影音分享網站 video sharing website 跨文化 cross-cultural 廣告訴求 advertising appealing 觀光行銷 tourism marketing
Date:	2012
Issue Date:	2012-12-13 09:24:39 (UTC+8)
Abstract:	影片為觀光行銷的重要工具，各國觀光主管機關多會花費心力製作觀光宣傳影片，希望在消費者心中建立良好的目的地意象。過去研究提出「文化影響廣告，廣告反映文化」之觀點，據此，本研究探討文化差異對於世界各國觀光宣傳影片的影響。過往文獻對於觀光宣傳影片之探討十分有限，本研究希望能補充這方面之文獻缺口，同時提供實務建議予台灣及各國觀光主管機關。本文採內容分析法分析78個國家的390則影片，再以Hofstede五大文化差異構面進行比較分析，試圖找出在不同文化下，是否會影響觀光宣傳影片之訊息內容、製作手法與影片長度上的異同。研究發現全球十大文化區域，與世界各國其官方觀光宣傳影片因各自發展的文化，在影片的訊息內容、表達形式、習慣與使用的訴求策略等確有許多差異存在。建議各國官方觀光主管機關可配合世界各國不同文化背景的遊客，設計不同訊息內容及不同語言版本的觀光宣傳影片，拍攝不同國籍旅客所喜好的特色，並符合各國遊客需求與興趣的觀光宣傳影片，使各地更多元的觀光資源與面貌，有效而明確地展示傳遞給世界各國觀光客。 Audio-visual materials play a crucial role in tourism marketing. Tourism authorities around the world have been endeavoring to produce tourism promotion videos, aiming at building decent destination images in the eyes of customers. In fact, the idea that ‘culture influences and is reflected in commercial advertising’ was brought into light in earlier research. Based on this insight, we report on research undertaken to examine the association between culture and tourism promotion videos. Thus this paper seeks to reveal cross-culture similaries and differences in tourism video advertising, and to derive implications for national tourism practitioners in developing promotion videos, as well as fill the literature gap. In this study, 390 videos from 78 countries were content analyzed and using Hofstede’s five cultural dimensions to reveal the similarities and differences in the content and means of tourism advertising among different cultures. Of the ten culture clusters, we find notable differences in the message and design of the promotion videos. As a result of this finding, we suggest that official tourism organizations take culture differences into account when designing promotion videos, so as to effectively attract the attention of different tourist segments. To sum up, culture affects advertisement, and advertisement reflects culture. Our study shows that due to their own cultural development, official tourism videos from different cultures differ in the content they present, the preference for appeal types and the strategies they adopt. The implication for tourism practitioners and authorities is to take culture differences into consideration and produce differentiated films in terms of message and languge to appeal to tourists of all cultures and tastes, and to effectively penetrate a panoramic view of the destination country into the heart of international tourists.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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