不同東西文化背景對西方觀光宣傳影片之研究

Study on Influence of Eastern and Western Cultural Backgrounds on Western Tourism Promotional Films

曾麗蓉(Li-Jung Tseng)；楊增華(Tzeng-Hua Yang)；林璟棠(Jing-Tang Lin)

文化差異 ； 廣告效果 ； 觀光宣傳影片 ； 消費者行為 ； 觀光心理 ； Cultural difference ； advertising effect ； tourism promotional film ； consumer behavior ； tourism psychology

興國學報

16期（2015 / 01 / 28）

21 - 36

繁體中文

影片是觀光行銷最有效的工具，結合影像、文字、音樂與所欲表達的訴求，吸引閱聽人的注意，並影響對於影片的態度及情感。本研究探討不同東西文化背景對西方觀光宣傳影片廣告效果之影響。本研究發現，西方受訪者對於西方觀光宣傳影片之認知、情感、行為意圖均較東方觀光客高且達到顯著差異，這代表文化差異確實會對於廣告效果造成影響。推論其原因，可能西方受訪者都是因為文化相近，對於英國觀光宣傳影片所呈現的至英國旅遊的意圖亦較高，也對於影片中所呈現的景觀能夠認同，再加上所用配樂與拍攝手法皆融入西方文化內涵，所以接受程度較高。本研究建議各國觀光主管機關在拍攝觀光宣傳影片時，亦考量目標聽眾的文化背景，方能達到較佳的廣告效果。

Films are the most efficient tools for tourism marketing as they combine images, texts, music and appeals to attract the audience's attention and influence their attitudes and emotions toward films. The study aims to probe into the advertising effects of western tourism promotional films on eastern and western cultural backgrounds. The results of the study showed that western tourists’ cognition, emotions, and behavioral intention towards western tourism promotional films were significantly higher than those of eastern tourists. This implied that cultures did affect advertising effects. The possible reason, for which western interviewees were more willing to travel to UK after they viewed British tourism promotional films, is because of similar culture and scenery in the films that could be easily identified with by them. Additionally, western culture was integrated into the music and shooting techniques of the films, which made it more acceptable to western interviewees. The study suggests that the tourism authorities of different countries consider the cultural background of the targeted audience when shooting tourism promotional films to achieve the best advertising effects.

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