青年旅遊之媒體行銷對旅遊意象、活動吸引力與旅遊意願的影響－以馬祖地區為例

The Influences of Media Marketing on Tourist Image, Activity Attraction and Willingness of Visit in Youth Tourism-a Case Study of Matsu Area

10.6746/LIR.201009_8(3).0002

李青松(Ching-Sung Lee)；陳聖林(Sheng-Lin Chen)；車成緯(Cheng-Wei Che)

媒體行銷 ； 旅遊意象 ； 活動吸引力 ； 旅遊意願 ； 馬祖地區 ； Media Marketing ； Tourist Image ； Activity Attraction ； Willingness of Visit ； Matsu area

休閒事業研究

8卷3期（2010 / 09 / 01）

25 - 43

繁體中文

在現今科技時代，媒體係為行銷旅遊地點的重要通路，而馬祖地區近年隨著政治關係轉變，軍方兵力裁減，當地政府致力轉型發展觀光。有鑑於青年係為國內旅遊的主力，且該族群使用媒體的頻率高，因此本研究將探討國內觀光科系之大學生對馬祖之媒體行銷、旅遊意象、活動吸引力與旅遊意願。本研究採取立意抽樣，以國內17所大專院校之學生為研究對象，分析結果發現：觀光科系之大學生對馬祖的資訊蒐集以網路為主；而其對馬祖的印象仍停留在戰地特色。媒體行銷對馬祖之旅遊意願具間接影響力；旅遊意象對於旅遊意願具正向影響力；活動吸引力對旅遊意願具正向影響力。本研究建議相關單位優先活絡馬祖交通運輸，以增加交通的便捷性，並強化媒體行銷，擴大宣傳通路，將會使大學生更有意願前往馬祖旅遊。

Due to the transition of politics and decrement of military in Matsu, the local government has focused on developing tourism recently. The younger adult population has been identified as the primary consumers in domestic travel and tourism; furthermore, the frequency of media usage is relatively high in this population. Therefore, the purpose of this study was to investigate media marketing, tourist image, activity attraction and willingness of visit toward Matsu, using university students with tourism major as example. Judgment sampling was employed to survey students in 17 universities in Taiwan. The results of this study indicated that the primary tourist information searching method was the internet, and the tourist images regarding to Matsu still kept in the characters of battlefields. In addition, both tourist images and activity attraction had positive impact on the willingness of visit. However, media marketing had indirect effect on willingness of visit. The findings of this study suggest that transportation and media marketing are the current issues toward increasing university students' willingness of visit to Matsu.

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