本校學位論文庫
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李若冰
游仲恩
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
宣傳新利器 : 網絡迷因對旅遊目的地推廣的影響
Meme Magic : The Role of Memes on Destination Marketing
網絡迷因 ; 旅遊宣傳視頻 ; 旅遊營銷 ; 目的地推廣
Internet meme ; Tourism promotional video ; Tourism marketing ; Destination promotion
目的地的營銷管理者通常利用旅遊宣傳視頻來推廣目的地，然而很少有研究調查網絡迷因對旅遊宣傳短視頻的影響。本文依據使用與滿足理論和圖式理論，討論了網絡迷因在旅遊宣傳短視頻中的影響作用，通過對比包含網絡迷因與不包含網絡迷因的旅遊宣傳短視頻，研究不同視頻對遊客參與度、社交媒體信息素養和情緒喚起的影響。結果表明，與有迷因的旅遊視頻相比，無迷因旅遊視頻的參與度、社交媒體信息素養和情緒喚起會更加高，揭示了使用者在觀看旅遊宣傳視頻時更加注重視頻中旅遊信息的需求，而迷因視頻會讓使用者由於認知和原有經驗的差異從而影響他們的對迷因視頻的解讀。此外，性別對有/無迷因視頻的反應也存在顯著差異，而視頻的具體類型（風景/美食）對用戶情感和行為反應的影響不大。總體而言，本研究深入了解了網絡迷因對旅遊宣傳短視頻的影響，並為設計有效的旅遊宣傳短視頻提供了有用的見解。
Destination marketing managers often use travel promotional videos to promote their destinations. However, few studies have investigated the impact of internet memes on travel promotional short videos. This paper, based on the Uses and Gratifications theory and Schema theory, discusses the role of internet memes in travel promotional short videos. By comparing travel promotional short videos with and without internet memes, the study examines the impact of different videos on visitor engagement, social media information literacy, and emotional arousal. The results indicate that, compared to travel videos with memes, engagement, social media information literacy, and emotional arousal are higher in travel videos without memes. This reveals that users pay more attention to the travel information needs met by the videos when watching travel promotional videos, and meme videos can affect users' interpretation of them due to differences in cognition and prior experience. Additionally, there are significant gender differences in the response to videos with and without memes, while the specific type of video (landscape/food) has little impact on users' emotional and behavioral responses. Overall, this study provides a deeper understanding of the impact of internet memes on travel promotional short videos and offers valuable insights for designing effective travel promotional short videos.
2025
中文
68
致 謝 I
摘要 II
Abstract III
圖目錄 V
表目錄 VI
第一章 緒論 1
1.1研究背景1
1.2研究目的與意義 5
1.3研究內容6
第二章 文獻綜述 8
2.1 網絡迷因在營銷中的應用 8
2.2 迷因的使用與滿足 11
2.3 迷因在營銷中的影響 15
第三章 方法論 24
3.1 刺激材料 24
3.2 實驗設計 27
第四章 研究結果 30
4.1 實驗操縱檢驗 31
4.2 迷因視頻的交互作用與主效應影響 31
第五章 研究討論 34
第六章 結論 37
6.1 理論貢獻 37
6.2 實踐貢獻 39
6.3 研究局限與展望 41
參考文獻 43
作者簡歷 60
附 錄 61
摘要 II
Abstract III
圖目錄 V
表目錄 VI
第一章 緒論 1
1.1研究背景1
1.2研究目的與意義 5
1.3研究內容6
第二章 文獻綜述 8
2.1 網絡迷因在營銷中的應用 8
2.2 迷因的使用與滿足 11
2.3 迷因在營銷中的影響 15
第三章 方法論 24
3.1 刺激材料 24
3.2 實驗設計 27
第四章 研究結果 30
4.1 實驗操縱檢驗 31
4.2 迷因視頻的交互作用與主效應影響 31
第五章 研究討論 34
第六章 結論 37
6.1 理論貢獻 37
6.2 實踐貢獻 39
6.3 研究局限與展望 41
參考文獻 43
作者簡歷 60
附 錄 61
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