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吕雅南
吳曉紅
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (中文學制)
碩士
2022
真實性, 情感感知對影視旅遊目的地形象感知及行為意向的影響研究
Research on the influence of authenticity and emotion perception on image perception and behavioral intention of film-induced tourism destinations
影視旅遊 ; 真實性 ; 情感感知 ; 目的地形象 ; 行為意向
Film-induced Tourism ; Authenticity ; Emotional Perception ; Destination Image；
公開日期：9/6/2026
全球旅遊業迅速發展，旅遊形式也愈發多樣化，在黨的十九大提出,新時代社會主要矛盾已轉化為“人民日益增長的美好生活需要和不平衡不充分的發展之間的矛盾”後我們發現，人們對於精神文化的強烈需求推動了影視旅遊成為一種新的旅遊形式被廣大遊客接受。20世紀九十年代，影視旅遊研究迅速發展，中國影視旅遊的發展與影視城的發展建造歷史有不可分割的關係。但由於影視城的建設初衷是為了影視作品拍攝服務的，影視城旅遊屬於附加的新興業態，所以各大影視城對於影視城服務於遊客的開發和規劃尚且處於探索階段。本研究基於此，以遊客為主體構建了關於真實性感知、情感感知、目的地形象、行為意向的模型，意圖驗證它們之間的聯繫。
本研究梳理了國內外有關客觀主義真實性、建構主義真實性、情感感知、目的地形象新三維模型、行為意向的研究，在這基礎之上提出了研究假設。首先構建了有關這七個變數的模型，其次以這七個變數的成熟量表為基礎構建了問卷測量題項，選取了具有代表性的橫店影視城和無錫影視城作為案例收集地，以線下的形式進行問卷收集，並利用SPSS和SmartPLS軟體對數據進一步分析，以此驗證研究模型和假設。
研究結果得出：（1）客觀主義真實性和建構主義真實性對情感感知有顯著正向影響；（2）情感感知對目的地認知形象和情感形象有顯著正向影響；（3）目的地認知形象和情感形象對整體形象有顯著正向影響，目的地認知形象對情感形象亦有顯著正向影響；（4）目的地整體形象對遊客行為意向有顯著正向影響。最後本研究以遊客感知為主體，根據研究結果從真實性感知、情感感知、目的地形象三個方面正向影響遊客行為意向提出了建議和見解，希望為日後影視城的規劃和影視旅遊的可持續發展提供參考意義。
本研究梳理了國內外有關客觀主義真實性、建構主義真實性、情感感知、目的地形象新三維模型、行為意向的研究，在這基礎之上提出了研究假設。首先構建了有關這七個變數的模型，其次以這七個變數的成熟量表為基礎構建了問卷測量題項，選取了具有代表性的橫店影視城和無錫影視城作為案例收集地，以線下的形式進行問卷收集，並利用SPSS和SmartPLS軟體對數據進一步分析，以此驗證研究模型和假設。
研究結果得出：（1）客觀主義真實性和建構主義真實性對情感感知有顯著正向影響；（2）情感感知對目的地認知形象和情感形象有顯著正向影響；（3）目的地認知形象和情感形象對整體形象有顯著正向影響，目的地認知形象對情感形象亦有顯著正向影響；（4）目的地整體形象對遊客行為意向有顯著正向影響。最後本研究以遊客感知為主體，根據研究結果從真實性感知、情感感知、目的地形象三個方面正向影響遊客行為意向提出了建議和見解，希望為日後影視城的規劃和影視旅遊的可持續發展提供參考意義。
With the rapid development of global tourism,the forms of tourism are becoming more and more diversified. After the 19th National Congress of the Communist Party of China proposed that the main contradiction in the new era has been transformed into "the contradiction between the people's ever-growing needs for a better life and unbalanced and inadequate development", we found that people's strong demand for spiritual culture has promoted film and television tourism as a new form of tourism and been accepted by the majority of tourists. In the 1990s, the research on film and television tourism developed rapidly. The development of film and television tourism in China has an inseparable relationship with the development and construction history of film and television city. However, since the original intention of the construction of film and television city is to serve the filming of film and television works, the tourism of film and television city is an additional emerging business form, so the development and planning of the film and television city to serve tourists are still in the exploration stage. Based on this, this study constructs models about authenticity perception, emotion perception, destination image and behavioral intention with tourists as the main body, intending to verify the relationship between them.
This study has sorted out the researches on objectivism authenticity, constructivism authenticity, emotion perception, new three-dimensional model of destination image and behavioral intention at home and abroad, and on this basis proposed the research hypothesis. First of all, a model about these seven variables was constructed, and then the questionnaire measurement items were constructed based on the mature scale of these seven variables. Representative Hengdian World Studios and Wuxi World Studios were selected as the case collection sites, and the questionnaire was collected offline. SPSS and SmartPLS software were used to further analyze the data. To verify the research model and hypothesis.
The results show that: (1) Objectivism authenticity and constructivism authenticity have significant positive effects on emotional perception; (2) Affective perception has a significant positive effect on destination cognitive image and affective image; (3) Destination cognitive image and affective image have a significant positive effect on overall image, and destination cognitive image also has a significant positive effect on affective image; (4) The overall image of destination has a significant positive impact on tourists' behavioral intention. Finally, this study takes tourist perception as the main body. According to the research results, the author puts forward suggestions and opinions on the positive influence of tourists' behavioral intention from three aspects: authenticity perception, emotion perception and destination image, hoping to provide reference for future planning of film and television city and sustainable development of film and television tourism.
This study has sorted out the researches on objectivism authenticity, constructivism authenticity, emotion perception, new three-dimensional model of destination image and behavioral intention at home and abroad, and on this basis proposed the research hypothesis. First of all, a model about these seven variables was constructed, and then the questionnaire measurement items were constructed based on the mature scale of these seven variables. Representative Hengdian World Studios and Wuxi World Studios were selected as the case collection sites, and the questionnaire was collected offline. SPSS and SmartPLS software were used to further analyze the data. To verify the research model and hypothesis.
The results show that: (1) Objectivism authenticity and constructivism authenticity have significant positive effects on emotional perception; (2) Affective perception has a significant positive effect on destination cognitive image and affective image; (3) Destination cognitive image and affective image have a significant positive effect on overall image, and destination cognitive image also has a significant positive effect on affective image; (4) The overall image of destination has a significant positive impact on tourists' behavioral intention. Finally, this study takes tourist perception as the main body. According to the research results, the author puts forward suggestions and opinions on the positive influence of tourists' behavioral intention from three aspects: authenticity perception, emotion perception and destination image, hoping to provide reference for future planning of film and television city and sustainable development of film and television tourism.
2023
中文
68
致 謝 I
摘要 III
Abstract V
目錄 VIII
圖目錄 XI
表目錄 XII
第一章緒論 1
1.1研究背景及問題 1
1.1.1研究背景 1
1.1.2研究問題和研究目的 3
1.3研究意義 4
1.3.1理論意義 4
1.4研究框架 5
第二章 文獻綜述 7
2.1影視旅遊 7
2.2真實性 8
2.3情感感知 9
2.4目的地形象 10
2.5行為意向 12
2.6真實性與情感感知 12
2.7情感感知與目的地形象 13
2.8目的地形象結構假設 14
2.9目的地形象與行為意向 14
2.10研究模型 15
第三章 研究設計 17
3.1定量研究 17
3.2 問卷設計 18
3.3 预调研 22
3.3.1預調研信度分析與CITC檢驗 23
3.3.2預調研效度分析 28
3.4 問卷修訂與樣本收集 29
3.5數據分析 32
第四章 實證研究 34
4.1描述性統計分析 34
4.2信度與效度分析 35
4.2.1信度分析 35
4.2.2效度分析 37
4.3基於結構方程模型的分析 40
4.3.1路徑分析及假設檢驗 40
第五章 結論與展望 47
5.1研究結論 47
5.1.1假設模型結論分析 48
5.2理論貢獻 49
5.3對策建議 50
5.3.1影視旅遊目的地開發建議 50
5.3.2影視旅遊目的地行銷建議 53
5.4研究局限和展望 55
5.4.1研究局限 55
5.4.2研究展望 56
參考文獻 57
附錄 65
摘要 III
Abstract V
目錄 VIII
圖目錄 XI
表目錄 XII
第一章緒論 1
1.1研究背景及問題 1
1.1.1研究背景 1
1.1.2研究問題和研究目的 3
1.3研究意義 4
1.3.1理論意義 4
1.4研究框架 5
第二章 文獻綜述 7
2.1影視旅遊 7
2.2真實性 8
2.3情感感知 9
2.4目的地形象 10
2.5行為意向 12
2.6真實性與情感感知 12
2.7情感感知與目的地形象 13
2.8目的地形象結構假設 14
2.9目的地形象與行為意向 14
2.10研究模型 15
第三章 研究設計 17
3.1定量研究 17
3.2 問卷設計 18
3.3 预调研 22
3.3.1預調研信度分析與CITC檢驗 23
3.3.2預調研效度分析 28
3.4 問卷修訂與樣本收集 29
3.5數據分析 32
第四章 實證研究 34
4.1描述性統計分析 34
4.2信度與效度分析 35
4.2.1信度分析 35
4.2.2效度分析 37
4.3基於結構方程模型的分析 40
4.3.1路徑分析及假設檢驗 40
第五章 結論與展望 47
5.1研究結論 47
5.1.1假設模型結論分析 48
5.2理論貢獻 49
5.3對策建議 50
5.3.1影視旅遊目的地開發建議 50
5.3.2影視旅遊目的地行銷建議 53
5.4研究局限和展望 55
5.4.1研究局限 55
5.4.2研究展望 56
參考文獻 57
附錄 65
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2.Beerli, A., & Martin, J. D. (2004). Factors influencing destination image. Annals of tourism research, 31(3), 657–681.
3.Boorstin, D. J. (1992). The image: A guide to pseudo-events in America. Vintage.
4.Bruner, E. M. (1994). Abraham Lincoln as authentic reproduction: A critique of postmodernism. American anthropologist, 96(2), 397–415.
5.Buchmann, A., Moore, K., & Fisher, D. (2010). Experiencing film tourism: Authenticity & fellowship. Annals of Tourism Research, 37(1), 229–248.
6.Chang, J., Wall, G., & Chang, C.-L. (2008). Perception of the authenticity of Atayal woven handicrafts in Wulai, Taiwan. Journal of Hospitality & Leisure Marketing, 16(4), 385–409.
7.Chen, C.-F., & Tsai, D. (2007). How destination image and evaluative factors affect behavioral intentions? Tourism management, 28(4), 1115–1122.
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