Exploring the impacts of popular visual media cultures on country image formation and holiday destination choice

[[abstract]]近年各國政府都為了提升國家意象而不惜付出。位於東亞的日本或韓國，則利用輸出本國的大眾文化來提升國家的意象。通俗視覺媒體文化，例如:電影或連續劇、動畫等因現今的全球化和網路的普及，使不管在於世界任何地方都可以非常容易的消費獲得。於觀光行銷領域，多數研究者都矚目於電影的拍攝地。因為，被選為電影的拍攝地，是件可以提升地方意象並連帶具有誘引觀光客的一大要因。 本論文，以涉入2種不同的通俗視覺媒體文化(真人影片和動畫影片)所造成的國家意象形成影響，為考察的觀點。本論文的研究架構是以目的地意象形成為基礎，休閒涉入、認知意象、情感意象、慾望、知覺行為控制、意圖等為構念而構成的新架構。研究對象文以台灣年輕人為主，在台灣的大學對大學學部生進行了問卷調查，共回收533部問卷。以PLS進行分析驗證假定。研究結果顯示，2種不同的視覺媒體文化(真人影片和動畫影片)，在於是否影響造成國家意象形成和旅遊目的的選擇，兩者都得到了正向的影響。 關於目的地意象形成，本論文的研究結果讓我們得以知道，兩種不同類型的大眾視覺媒體文化(也就是，真人影片和動畫影片) 的涉入，都對國家意象形成擁有正向的影響。特別是大眾視覺媒體文化對認知意象的影響遠比情感意象的影響還來得強烈。而這影響，真人影片的影響遠比動畫影片強烈。另關於旅遊目的的選擇，本論文的研究結果也讓我們得以確認了，知覺行為控制強烈的對意圖產生作用，並提示了我們慾望是有效的意圖的先行變數一事。[[abstract]]Many of governments around the world have tried to improve their national image. In East Asia, Japan and Korea have encouraged exporting their own popular cultural products to the world to improve their national image. Popular visual media culture, such as movie, TV drama, or Cartoon animation are now available easily than before under the globalization and diffusion of internet. In tourism market study, the effect of movie location has drawn attentions of researchers because the location of movie can enhance the image of the destination and attract potential tourists to that destination. This study focused on two different forms of popular media cultures, live-action film and cartoon animation film, and investigated its effect in the context of nation image. The research model was developed from the basis of the destination image formation model with the construct of leisure involvement, cognitive image, affective image, desire, PBC, and intention. Questionnaire survey was conducted at universities and total 533 samples were collected from university student in Taiwan. The data was examined though PLS structural equation analysis to test the hypotheses. In regard to the destination image formation, the results of the study indicate that the involvement to each two types of popular visual media culture; live-action and cartoon animation, have positive effect on country image formation. The influence of popular visual media culture was stronger to the cognitive component rather than affective component. Then, effect of live-action film was stronger than cartoon animation. In regard to the destination choice decision making process, the result illustrated that PBC strongly influence to intention. The study confirmed desire is an antecedent of intention