影視觀光動機與移情作用對地方依附之影響

The Effect of Motivation for Film Tourism and Empathy on Place Attachment

10.6572/JHT.201712_14(4).0003

汪芷榆(Chih-Yu Wang)

影視觀光動機 ； 移情作用 ； 地方依附 ； Motivation for Film Tourism ； Empathy ； Place Attachment

餐旅暨觀光

14卷4期（2017 / 12 / 01）

251 - 271

繁體中文

藉由影視拍攝地點吸引觀光客前來，促進地方發展帶動經濟效益已是全球可觀察到的觀光熱潮。對目的地來說，經由熱門電影以及高知名度演員產生的名聲極為驚人；觀光客藉由到訪場地處回味對戲劇的感動已然成為國內觀光客新興的文化體驗之旅。本研究以最近5年內曾因觀賞電影(電視劇)到影視觀光地旅遊者為主要抽樣對象。主要研究目的，探討影視觀光動機對移情作用與地方依附關係之影響，並分析移情作用對影視觀光動機與地方依附間之中介效果。經由問卷發放總樣本為300份，去除無效問卷或未填寫完成者，實際回收有效樣本為249份，回收率83%。研究工具採用SPSS 12.0統計應用軟體進行分析，研究方法包括：描述性統計、信度分析、皮爾森相關分析及階層迴歸分析等。研究結果發現：影視觀光動機對地方依附呈部份顯著影響；影視觀光動機對移情作用呈部份顯著影響；移情作用對地方依附呈顯著影響；移情作用對影視觀光動機與地方依附呈部分中介效果。

It has been a globally recognized trend to improve and develop the local economy by attracting tourists to visit film taking scenes. For the destinations, reputations brought by those popular movies and well-known actors were extremely astonishing. It has been a new rising cultural experiencing mode for those tourists who recalled their sensations of a drama or film by visiting the film destinations. The study focused on the tourists who have watched the film and visited the film destination in the last 5 years. The objectives of this study are to investigate the effect of motivation for film tourism and empathy on place attachment, and to analyze the moderating effect of empathy on motivation for film tourism and place attachment. A total of 300 questionnaires were distributed. After removing invalid or incomplete questionnaires, there are 249 valid sample, consisting 83% of returning rate. The study was analyzed with SPSS 12.0 including descriptive statistics, reliability analysis, and Pearson correlation analysis and hierarchical regression analysis. The results were as followings: 1. motivation for film tourism has partially significant effect on place attachment 2. motivation for film tourism has partially significant effect on empathy 3. empathy has partially significant effect on place attachment 4. empathy has partial moderating effect on. motivation for film tourism and place attachment

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