本校學位論文庫
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論文詳情
甄欣儿
黃業堅
國際旅遊與管理學院
國際旅遊管理博士學位課程(英文學制)
博士
2022
Cartoon Pilgrimage: An Investigation of Cartoon-Induced Travel Motivations, Desire, and Destination Branding Outcomes
Cartoon Pilgrimage: An Investigation of Cartoon-Induced Travel Motivations, Desire, and Destination Branding Outcomes
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Cartoon Sites ; Travel motivation ; Desire ; Destination Brand Engagement ; Destination Brand Love, Customer Self-congruence
公開日期：23/11/2025
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The current study investigated the Japanese cartoon and travel motivation. A quantitative approach was adopted, with questionnaires used for data collection. The result revealed that people think ideal character projection, the nostalgia of childhood, plot framing, resonance between virtual and reality, and deep learning of the culture can induce tourist desire to travel. In addition, the study found that travel desire for cartoon sites affected destination brand engagement. The study probed into understanding destination brand engagement and destination brand love related to Japanese cartoons. The findings manifest that tourists’ self-congruence was positively affected by destination brand engagement and brand love.
2022
英文
191
Acknowledgements I
Abstract II
List of Figures V
List of Tables VI
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Problem and Research Gap 5
1.3 Research Question 6
1.4 Research Objectives 7
1.5 Contributions of the Study 7
1.6 Organization of the Research 8
Chapter Two Literature Review 11
2.1 Travel Motivations for Cartoon Pilgrimage 11
2.1.1 Ideal Character Projection 15
2.1.2 Nostalgia of Childhood 19
2.1.3 Plot Framing 24
2.1.4 Resonance between Virtual and Reality 27
2.1.5 Deep Learning of the Culture 33
2.2 Cartoon Sites Travel Desire 36
2.3 Destination Brand Engagement 44
2.4 Destination Brand Love 55
2.5 Customer Self-Congruence 65
Chapter Three Research Model and Hypotheses 71
3.1 Relationship between Travel Motivation and Cartoon Sites Travel Desire 71
3.2 Relationship between Cartoon Sites Travel Desire and Destination Brand Engagement 72
3.3 Relationship between Destination Brand Engagement and Destination Brand Love 74
3.4 Relationship between Destination Brand Engagement and Customer self-congruence 76
3.5 Relationship between Destination Brand Love and Customer self-congruence 80
3.6 The Conceptual Research Model 83
Chapter Four Research Methods 84
4.1 Research Method for Study One 84
4.1.1 Research Design 84
4.1.2 In-depth Interviews 86
4.1.3 Expert Panel 91
4.1.4 Sample Size and Sample Method 100
4.1.5 Research Instruments Development 101
4.1.6 Data Collection and Data Analysis 101
4.2 Research Method for Study Two 103
4.2.1 Research Design 103
4.2.2 Sample Size, Sample Method and Data Collection 103
4.2.3 Research Instruments Development 104
4.2.4 Data Analysis 108
Chapter Five Research Results 109
5.1 Study One: Scale Development 109
5.2 Study Two: Validation 119
Chapter Six Discussion and Implication 135
6.1 Theoretical Implication 136
6.2 Practical Implication 138
Chapter Seven Conclusion 142
7.1 Summary of the Findings and Contributions 142
7.2 Limitations and Future Directions 144
References 145
Curriculum Vitae 175
Appendices 176
Abstract II
List of Figures V
List of Tables VI
Chapter One Introduction 1
1.1 Research Background 1
1.2 Research Problem and Research Gap 5
1.3 Research Question 6
1.4 Research Objectives 7
1.5 Contributions of the Study 7
1.6 Organization of the Research 8
Chapter Two Literature Review 11
2.1 Travel Motivations for Cartoon Pilgrimage 11
2.1.1 Ideal Character Projection 15
2.1.2 Nostalgia of Childhood 19
2.1.3 Plot Framing 24
2.1.4 Resonance between Virtual and Reality 27
2.1.5 Deep Learning of the Culture 33
2.2 Cartoon Sites Travel Desire 36
2.3 Destination Brand Engagement 44
2.4 Destination Brand Love 55
2.5 Customer Self-Congruence 65
Chapter Three Research Model and Hypotheses 71
3.1 Relationship between Travel Motivation and Cartoon Sites Travel Desire 71
3.2 Relationship between Cartoon Sites Travel Desire and Destination Brand Engagement 72
3.3 Relationship between Destination Brand Engagement and Destination Brand Love 74
3.4 Relationship between Destination Brand Engagement and Customer self-congruence 76
3.5 Relationship between Destination Brand Love and Customer self-congruence 80
3.6 The Conceptual Research Model 83
Chapter Four Research Methods 84
4.1 Research Method for Study One 84
4.1.1 Research Design 84
4.1.2 In-depth Interviews 86
4.1.3 Expert Panel 91
4.1.4 Sample Size and Sample Method 100
4.1.5 Research Instruments Development 101
4.1.6 Data Collection and Data Analysis 101
4.2 Research Method for Study Two 103
4.2.1 Research Design 103
4.2.2 Sample Size, Sample Method and Data Collection 103
4.2.3 Research Instruments Development 104
4.2.4 Data Analysis 108
Chapter Five Research Results 109
5.1 Study One: Scale Development 109
5.2 Study Two: Validation 119
Chapter Six Discussion and Implication 135
6.1 Theoretical Implication 136
6.2 Practical Implication 138
Chapter Seven Conclusion 142
7.1 Summary of the Findings and Contributions 142
7.2 Limitations and Future Directions 144
References 145
Curriculum Vitae 175
Appendices 176
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