[[alternative]]A Study of the Movies and City Marketing for Travel Intentions

[[abstract]] 近幾年來台灣各個都市對於文化產業和觀光產業結合都極力推動。台灣會推動文化創意產業除了它已是全世界的潮流之外，更是因為看重發展後所帶來的經濟效益。本研究以計畫行為理論(Theory of Planned Behavior)為理論基礎，來探討因為觀賞電影而想去當地旅遊之意圖，主要探討的構面包括：態度、主觀規範、知覺行為控制與旅遊之行為意圖，並探討變項對以上構面之影響，最後再解釋該理論對影視旅遊者的意圖之適配性。本研究採便利抽樣，以因為觀賞電影而想去當地旅遊者550位受訪者為研究對象。首先透過封閉式引導問卷收集題項，編製成結構式問卷，再利用探索性因素分析建立初步模式，最後，進行模式的驗證與分析。經描述性統計、驗證性因素分析、結構方程模式進行資料的處理。 結果發現：一、 對於因為觀賞電影而想去當地旅遊在於態度、主觀規範與知覺行為控制對於行為意向的影響方面，態度對於行為意向有顯著正向的影響，主觀規範次之，態度是影響行為意向的最主要因素，知覺行為控制的影響力也達顯著。 二、 以計畫行為理論為基礎驗證影視旅遊者樣本資料間的適配性已達到可接受的水準。三、 本研究認為加強國人對於影視旅遊的瞭解，強化其正面評價，是影響未來參與影視旅遊活動意願的主因，另一方面進透過網路的資訊，形成影響參與影視旅遊活動意願的因素。[[abstract]] Taiwan city government to promote the city to expand and enhance the city's tourism marketing effectiveness.The framework of this study was based on the Theory of Planned Behavior developed. The purpose was to confirm whether TPB could be a fitting model for explaining intentions of travelers. There were 550 travelers selected through convenience sampling. First, we collected questions through the close questionnaire to compile a structural questionnaire. And then we utilized Exploratory Factor Analysis to set up a preliminary model. Finally, we carried on the confirmation and analysis of the model. The collected data were analyzed through descriptive statistics, Confirmatory Factor Analysis, and Structural Equation Modeling. It was found that:1. Travelers’ attitude, subjective norm and perceived behavioral control on behavioral intentions have a significant and positive impact, and attitude was the main factor affecting travelers’ behavior intention. 2. The model of intentions of travelers by TPB had already reached an acceptable level based on the sampled materials.3. Increase people's positive assessment of the film travelers and the strengthening of information network is the factors of the travelers intentions