觀光景點被廣泛置入在戲劇的拍攝，用以宣傳台灣的觀光產業，偶像劇拍攝和大量曝光，加上媒體的宣傳與包裝，觀眾對於劇情的熱衷和憧憬，吸引大量的觀光人潮湧入，達到城市行銷的成功與休閒觀光經濟之效益。有鑑於青年為國內旅遊的主力，且該族群為偶像劇的主要收視群，本研究旨在了解大學生對於鄉村旅遊的意象感知，探討不同地域性大學生對於鄉村旅遊及遊憩產業的認知。本研究以大學生為標的，分別在文化大學與輔仁大學進行便利抽樣，針對文化大學355位及輔仁大學424位有效學生樣本進行結果分析；藉此瞭解大學生對偶像劇景點置入行銷的態度及遊憩吸引力影響其對休閒農場的感知，也探討是否會因為學校的地理位置以及參與程度而影響其對休閒農場遊憩吸引力與感知。研究結果做為休閒農業經營或是行銷傳播者在方向實務上的參考。本研究結果如下：大學生對偶像劇置入性行銷態度、農場遊憩吸引力與休閒農場感知皆具有顯著的相關性；大學生對偶像劇置入性行銷態度、休閒農場吸引力顯著影響其對休閒農場之感知；而不同地理位置的大學生對於偶像劇置入性行銷態度、休閒農場吸引力以及對休閒農場感知的看法皆沒有顯著之差異性。
Many tourist destinations in Taiwan have been placed into drama/movie scenes. Drama-induced tourism has become a lucrative and rapidly growing sector of the tourism industry with increasing economic importance. The younger adult population has been identified as the primary consumers in domestic travel and tourism; furthermore, this population is the main audience of TV drama. Therefore, the purpose of this study was to investigate the relationships between product placement and recreation attraction toward perceptions of leisure farm destination, using university students as examples. The target population was students from Chinese Culture University (N=332) and Fu-Jen Catholic University (N=424) to compare if there was any statistically significant connection between the location of school and the perceived perceptions of leisure farm. The results of this research indicated that there were positive correlations among product placement, recreation attraction and the perceptions of leisure farm destination. Furthermore, there was significant relationship between product placement and recreation attraction toward perceptions of leisure farm destination. In addition, the results found no significant differences in product placement, recreation attraction and the perceptions of leisure farm destination between students from these two universities at different regions.
