影片是觀光行銷最有效的工具，它結合影像、文字、音樂與所欲表達的訴求，可以吸引閱聽人的注意，並試圖影響其對影片
所介紹國家的態度及情感，本研究在探討消費者之文化背景對於觀光宣傳影片廣告效果之影響，研究分析245 位東方文化及130位西方文化受測者在觀賞英國(西方)及日本(東方)影片後，對於廣告之認知、情感及行為層面是否不同。研究發現，西方受訪者對於西方觀光宣傳影片之認知、情感及行為意圖均較東方觀光客高且達到顯著差異，顯示由於文化差異小，西方受訪者對於西方影片之感受較佳，廣告能達較佳的效果。但東方受訪者對於東方觀光宣傳影片之認知、情感及行為意圖，並未比西方觀光客高且未達到顯著差異，可能是受到研究在台灣地區發放問卷受測的西方受訪者本身較偏好東方文化所致。本研究建議各國觀光主管機關在拍攝觀光宣傳影片時，亦考量目標聽眾的文化背景，方能達到較佳的廣告效果。
Video clips are the most effective tool for tourism marketing. Its combination of images, text, music, and appeal can not only attract the attention of the audience but also affect their attitudes and emotions towards the country being introduced. The purpose of this study is to investigate the impact of consumers’ cultural backgrounds on advertising effect of tourism promotion video clips. Responses of 245 interviewers with oriental cultural backgrounds and 130 interviewers with western cultural backgrounds after watching British (Western) and Japanese (Eastern) video clips have been analyzed to see the difference of their perception, emotion, and behavior to the advertisement. The result of this study has indicated that the perception, emotions, and intention of behavior of western interviewers with respect to western tourism promotional video clips are higher than eastern tourists by reaching significant difference. This shows that, with less cultural difference, western interviewers have better feelings towards western video clips. As a result, the advertising effect is better. However, the perception, emotions, and intention of behavior of oriental interviewers with respect to oriental tourism promotion video clips are not higher than western tourists, and did not reach significant difference either. The possible reason is that the western interviewers responding questionnaires issued in Taiwan actually prefer oriental culture. This study has come up with the suggestion that the cultural background of target audience should be taken into consideration by tourism authorities in all countries while filming the tourism promotion video clips in order to achieve better advertising effect.
