本校學位論文庫
CITYU Theses & Dissertations
論文詳情
汤健涵
吳曉紅
國際旅遊與管理學院
國際酒店管理碩士學位課程(中文學制)
碩士
2023
動漫電影對旅遊者行為意向的影響 : 以動漫電影《大魚海棠》為例
The influence of animation movies on tourists' travel intention: A case study of ‘Big Fish＆Begonia’
動漫電影 ; 聖地巡禮 ; 目的地個性 ; 自我一致性 ; 行為意向
Animation film ; Pilgrimage to the Holy Land ; Destination personality ; Self-consistency ; Behavioral intention
近些年來，人們對旅遊的需求程度越來越高，並且在旅遊類別上更加的追求個性化和新奇體驗感。因動漫而火爆起來的旅遊目的地越來越多，喜好動漫並出去旅遊的人也越來越多。尤其在日本這個動漫產業極其發達的國家，這種因動漫而出去旅遊的現象已不是少數，日本的學者們也對這種旅遊行為做出了一定的研究成果。學者們把這種旅遊行為稱為“聖地巡禮”，而去聖地巡禮的人群被稱為“禦宅族”。這是一種在動漫文化下生長出來的一種新的旅遊活動。“禦宅們”不僅僅以自然風光或者是人文景觀而旅遊，更多的是以追尋一種獨特的
價值的旅遊。本研究選擇國產動漫電影《大魚海棠》作為研究對象，結合動漫電影作品，梳理了旅遊目的地個性，自我一致性和遊客行為意向三個方面的相關文獻，在前人的基礎上，將引數定為目的地個性，因變數定為遊客行為意向，仲介變數是自我一致性，並提出假設，構建模型。通過問卷進行調查，整理收集到的問卷，並進行數據分析。最後得出結論。本項研究揭示了以下幾點重要發現：首先，遊客對旅遊目的地的感知個性會正面影響他們的行為意向，即目的地越有特色，遊客的行為意向越積極。其次，自我一致性，也就是遊客自身與目的地形象之間的匹配度，扮演了仲介角色，連接目的地個性和遊客行為意向之間的關係。再次，目的地的個性特徵對於增強遊客的自我一致性體驗具有顯著的正面效應。最後，當遊客感受到高度的自我一致性時，他們展現出更強烈的行為意向。基於這些結論，可以為旅遊策劃者提供一些建議，以幫助他們制定更有效的旅遊策略和提升遊客體驗。
價值的旅遊。本研究選擇國產動漫電影《大魚海棠》作為研究對象，結合動漫電影作品，梳理了旅遊目的地個性，自我一致性和遊客行為意向三個方面的相關文獻，在前人的基礎上，將引數定為目的地個性，因變數定為遊客行為意向，仲介變數是自我一致性，並提出假設，構建模型。通過問卷進行調查，整理收集到的問卷，並進行數據分析。最後得出結論。本項研究揭示了以下幾點重要發現：首先，遊客對旅遊目的地的感知個性會正面影響他們的行為意向，即目的地越有特色，遊客的行為意向越積極。其次，自我一致性，也就是遊客自身與目的地形象之間的匹配度，扮演了仲介角色，連接目的地個性和遊客行為意向之間的關係。再次，目的地的個性特徵對於增強遊客的自我一致性體驗具有顯著的正面效應。最後，當遊客感受到高度的自我一致性時，他們展現出更強烈的行為意向。基於這些結論，可以為旅遊策劃者提供一些建議，以幫助他們制定更有效的旅遊策略和提升遊客體驗。
In recent years, people's demand for tourism is getting higher and higher, and they are pursuing more personalized and novel experience in tourism categories. More and more tourist destinations are popular because of animation, and more and more people like animation and go out to travel. Especially in Japan, a country with a highly developed animation industry, this phenomenon of traveling due to animation is not a minority, and Japanese scholars have also made certain research results on this kind of tourism behavior. Scholars call this kind of tourism "holy pilgrimage", and the people who go to the holy pilgrimage are called "otaku". This is a kind of new tourism activity that grows out of animation culture. "Otaku" not only to natural scenery or cultural landscape to travel, more to pursue a unique value of tourism.
This study selected the domestic animation film Big Fish and Crabapple as the research object, combined with animation films, and sorted out the relevant literature on tourism destination personality, self-consistency and tourists' behavioral intention. On the basis of previous studies, the independent variable was set as destination personality, the dependent variable was set as tourists' behavioral intention, and the intermediary variable was set as self-consistency. Hypotheses were proposed and models were built. The survey was carried out through questionnaires, and the collected questionnaires were sorted out and the data were analyzed. Finally come to a conclusion.
This study reveals the following important findings: First of all, tourists' perception of tourism destination personality will positively affect their behavior intention, that is, the more distinctive the destination, the more positive the tourists' behavior intention. Secondly, self-consistency, that is, the matching degree between the tourists themselves and the destination image, plays an intermediary role, connecting the relationship between the destination personality and the tourists' behavior intention. Thirdly, the personality characteristics of the destination have a significant positive effect on enhancing the self-consistent experience of tourists. Finally, when the tourists felt a high degree of self-consistency, they showed a stronger intention to act. Based on these conclusions, some suggestions can be provided for travel planners to help them formulate more effective travel strategies and enhance visitor experience.
This study selected the domestic animation film Big Fish and Crabapple as the research object, combined with animation films, and sorted out the relevant literature on tourism destination personality, self-consistency and tourists' behavioral intention. On the basis of previous studies, the independent variable was set as destination personality, the dependent variable was set as tourists' behavioral intention, and the intermediary variable was set as self-consistency. Hypotheses were proposed and models were built. The survey was carried out through questionnaires, and the collected questionnaires were sorted out and the data were analyzed. Finally come to a conclusion.
This study reveals the following important findings: First of all, tourists' perception of tourism destination personality will positively affect their behavior intention, that is, the more distinctive the destination, the more positive the tourists' behavior intention. Secondly, self-consistency, that is, the matching degree between the tourists themselves and the destination image, plays an intermediary role, connecting the relationship between the destination personality and the tourists' behavior intention. Thirdly, the personality characteristics of the destination have a significant positive effect on enhancing the self-consistent experience of tourists. Finally, when the tourists felt a high degree of self-consistency, they showed a stronger intention to act. Based on these conclusions, some suggestions can be provided for travel planners to help them formulate more effective travel strategies and enhance visitor experience.
2024
中文
63
致謝I
摘要III
AbstractV
圖目錄XI
表目錄XII
1.緒論1
1.1研究背景1
1.2研究問題和目的3
1.2.1研究問題3
1.2.2研究目的4
1.3研究意義及貢獻4
1.3.1.理論意義4
1.3.2現實意義5
1.4.文章結構6
2.文獻綜述7
2.1SOR理論7
2.2聖地巡禮7
2.3 個性，品牌個性和旅遊目的地個性8
2.3.1個性8
2.3.2品牌個性9
2.3.3旅遊目的地個性9
2.4 自我一致性12
2.5 研究假設14
2.5.1目的地個性與自我一致性14
2.5.2自我一致性和遊客行為意向15
2.5.3目的地個性和遊客行為意向15
2.5.4 自我一致性的仲介作用16
2.6 研究模型16
3.研究方法18
3.1研究對象18
3.2研究方法19
3.3測量工具19
3.4樣本收集23
3.4.1樣本搜集方式23
3.4.2預調研24
3.5數據分析25
四．實證研究26
4.1描述性統計分析26
4.2信效度分析28
4.2.1信度分析28
4.2.2效度分析28
4.3驗證性因數分析29
4.4相關性分析30
4.5回歸分析31
4.5.1目的地個性對行為意向的回歸分析32
4.5.2目的地個性對現實自我一致性的回歸分析33
4.5.3目的地個性對理想自我一致性的回歸分析35
4.5.4自我一致性對行為意向的回歸分析36
4.6仲介效應分析38
4.6.1現實自我一致性在目的地個性和遊客行為意向之間的關係 38
4.6.2理想自我一致性在目的地個性和遊客行為意向之間的關係 40
4.7路徑係數分析42
五．研究結論建議與局限性44
5.1研究結論44
5.1.1變數之間的聯繫47
5.1.2呈現假設結果48
5.2理論貢獻49
5.3研究建議50
5.3.1從目的地個性上塑造故事感50
5.3.2從自我一致性上契合動漫迷，追求新的符號化51
5.4研究局限性52
參考文獻54
作者簡歷59
附錄 60
摘要III
AbstractV
圖目錄XI
表目錄XII
1.緒論1
1.1研究背景1
1.2研究問題和目的3
1.2.1研究問題3
1.2.2研究目的4
1.3研究意義及貢獻4
1.3.1.理論意義4
1.3.2現實意義5
1.4.文章結構6
2.文獻綜述7
2.1SOR理論7
2.2聖地巡禮7
2.3 個性，品牌個性和旅遊目的地個性8
2.3.1個性8
2.3.2品牌個性9
2.3.3旅遊目的地個性9
2.4 自我一致性12
2.5 研究假設14
2.5.1目的地個性與自我一致性14
2.5.2自我一致性和遊客行為意向15
2.5.3目的地個性和遊客行為意向15
2.5.4 自我一致性的仲介作用16
2.6 研究模型16
3.研究方法18
3.1研究對象18
3.2研究方法19
3.3測量工具19
3.4樣本收集23
3.4.1樣本搜集方式23
3.4.2預調研24
3.5數據分析25
四．實證研究26
4.1描述性統計分析26
4.2信效度分析28
4.2.1信度分析28
4.2.2效度分析28
4.3驗證性因數分析29
4.4相關性分析30
4.5回歸分析31
4.5.1目的地個性對行為意向的回歸分析32
4.5.2目的地個性對現實自我一致性的回歸分析33
4.5.3目的地個性對理想自我一致性的回歸分析35
4.5.4自我一致性對行為意向的回歸分析36
4.6仲介效應分析38
4.6.1現實自我一致性在目的地個性和遊客行為意向之間的關係 38
4.6.2理想自我一致性在目的地個性和遊客行為意向之間的關係 40
4.7路徑係數分析42
五．研究結論建議與局限性44
5.1研究結論44
5.1.1變數之間的聯繫47
5.1.2呈現假設結果48
5.2理論貢獻49
5.3研究建議50
5.3.1從目的地個性上塑造故事感50
5.3.2從自我一致性上契合動漫迷，追求新的符號化51
5.4研究局限性52
參考文獻54
作者簡歷59
附錄 60
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2.Aaker, J. L. (1997). Dimensions of brand personality. Journal of marketing research, 34(3), 347-356.
3.Bagozzi, R. P. (1986). Principles of marketing management. Chicago: Science Research Associates.
4.Bartikowski, B., Merunka, D., Ouattara, A., & Valette-Florence, P. (2009). Les villes ont-elles une personnalité?. Revue française de gestion, (7), 49-64.
5.Bastian, B., Loughnan, S., Haslam, N., & Radke, H. R. (2012). Don’t mind meat? The denial of mind to animals used for human consumption. Personality and Social Psychology Bulletin, 38(2), 247-256.
6.Beerli, A., Meneses, G. D., & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.
7.Beerli, A., Meneses, G. D., & Gil, S. M. (2007). Self-congruity and destination choice. Annals of Tourism Research, 34(3), 571-587.
8.Chen, C. F., & Phou, S. (2013). A closer look at destination: Image, personality, relationship and loyalty. Tourism management, 36, 269-278.
9.Dann, G. M. (1977). Anomie, ego-enhancement and tourism. Annals of tourism research, 4(4), 184-194.
10.Danaher, P. J., & Haddrell, V. (1996). A comparison of question scales used for measuring customer satisfaction. International Journal of Service Industry Management, 7(4), 4-26.
11.D'Astous, A., & Boujbel, L. (2007). Positioning countries on personality dimensions: Scale development and implications for country marketing. Journal of Business Research, 60(3), 231-239.
12.Demirbag Kaplan, M., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing, 44(9/10), 1286-1304.
13.Demirbag Kaplan, M., Yurt, O., Guneri, B., & Kurtulus, K. (2010). Branding places: applying brand personality concept to cities. European Journal of Marketing, 44(9/10), 1286-1304.
14.Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: a three-factor theory of anthropomorphism. Psychological review, 114(4), 864.
15.Fournier, S. (1998). Consumers and their brands: Develo** relationship theory in consumer research. Journal of consumer research, 24(4), 343-373.
16.Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691.
17.Hosany, S., Ekinci, Y., & Uysal, M. (2006). Destination image and destination personality: An application of branding theories to tourism places. Journal of business research, 59(5), 638-642.
18.Huaman-Ramirez, R., Maaninou, N., Merunka, D., & Cova, V. (2021). How do consumers perceive old brands? Measurement and consequences of brand oldness associations. European Business Review, 33(4), 566-596.
19.Hung, K., & Petrick, J. F. (2012). Testing the effects of congruity, travel constraints, and self-efficacy on travel intentions: An alternative decision-making model. Tourism management, 33(4), 855-867.
20.Hanasaku Iroha" and Yuwaku Hot Springs" Bomborimatsuri. Advertising science, 57, 17-32.
21.Kim, H., & Stepchenkova, S. (2017). Understanding destination personality through visitors' experience: A cross-cultural perspective. Journal of Destination Marketing & Management, 6(4), 416-425.
22.Kim, S., & Lehto, X. Y. (2013). Projected and perceived destination brand personalities: The case of South Korea. Journal of travel research, 52(1), 117-130.
23.Kumar, V., & Nayak, J. K. (2014). The measurement & conceptualization of destination personality. Tourism Management Perspectives, 12, 88-93.
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