熱賣電影、目的地形象、網路口碑、知覺價值與行為意圖關聯性探究—以「醉後大丈夫II」為例

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/28001

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/28001

Title:	熱賣電影、目的地形象、網路口碑、知覺價值與行為意圖關聯性探究—以「醉後大丈夫II」為例 To Investigate the Relationship between Successful Films,the Destination Image, e-WOM, Perceived Value, and Behavioral Intentions –A Case Study of “Hang over II”
Authors:	洪星環 Promthong, Nipaporn
Contributors:	國際企業管理學系
Keywords:	電影引發的旅遊業網路口碑爭議性電影目的地形象行為意圖知覺價值創意經濟創意泰國 Film-induced tourism e-WOM Destination Image Behavioral Intentions Perceived Value Creative Economics、 Creative Thailand
Date:	2014-06
Issue Date:	2014-09-05 10:43:09 (UTC+8)
Abstract:	Under the umbrella termed “Creative Thailand”, Thai government has been striving for promoting Thailand as a location of international shooting hub to enhance its international reputation, develop high-earning segments, and broaden market reach. Based on the background mentioned, this study aims to explore the effects on plot of controversial films toward viewers’ destination image, perceived value, and behavioral intentions to visit a film’s destination. More explicitly, this study offer an integrated approach on the relationships among the controversial film, e-WOM, destination image, perceived value, and behavioral intentions in term of film-induced tourism. Destination image of films focused on Thailand will be investigated through a successful film as a case with controversial contents, The Hangover II. The purpose of pretest-posttest quasi-experiment questionnaires designed is to assess participants’ intentions to visit Thailand. Paired sample t-test, regression analysis included SEM established are employed to empirically test the developed research hypotheses. The results of the research illustrate that the controversial plot of the film exerts a slightly positive influence on participants’ intentions to visit the destination promoted by the film through the mediating effect of the destination image and perceived value of the film. However, it also shows that controversial movie do have potential to increase intentions on specific segments, in which cases the story plot and the character portrayed by the actor are the most relevant influencing factors.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

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