廣告訴求與涉入理論運用於目的地行銷之研究

Abstract

本研究旨在探討不同種類的目的地行銷廣告訴求與不同程度的旅遊涉入對廣告效果的影響。廣告訴求分為理性與感性訴求，旅遊涉入程度分為高旅遊涉入與低旅遊涉入，廣告效果以認知反應、情感反應、廣告態度與參觀意願衡量。本研究之研究標的為澎湖縣政府所發行的目的地行銷廣告，研究對象為現居住於台灣北區之大專院校在學生，並以facebook作為研究測量之傳播工具，將理性與感性廣告兩支廣告與問卷電子化，讓受試者從兩個網址連結中點選其中一支廣告。問卷於2016年4月15日到2016年4月24日發放，共回收506份有效問卷。研究結果顯示不同的廣告訴求在情感反應與參觀意願上會有顯著差異，感性廣告在情感反應上較佳；而理性廣告則是在參觀意願上有較好的反應。在不同的涉入程度方面，高旅遊涉入受試者的認知反應、情感反應、廣告態度以及參觀意願皆比低旅遊涉入受試者高。在廣告訴求與涉入程度交叉影響上，結果顯示高涉入旅遊者搭配感性廣告的廣告態度會顯著高於低涉入旅遊者搭配理性廣告。最後，以結構方程模式驗證廣告效果模型的成立，結果顯示模型在高低旅遊涉入族群都具有良好的適配度。然而，高旅遊涉入族群的認知反應會正向顯著影響廣告態度，低涉入旅遊族群的認知反應不會顯著正向影響廣告態度，而兩組的廣告態度都會正向影響參觀意願。本研究之結果將可提供相關商業單位或政府機關作為目的地行銷廣告製作與宣傳之參考依據。

This paper aims to discuss different advertising effectiveness of destination marketing toward different advertising appeal and different levels of involvement in travel. The advertising appeal includes rational appeal and emotional appeal. Two levels of travel involvement include high involvement and low involvement. The advertising effectiveness includes cognitive response, affective response, attitude toward the Ad and visiting intention. The stimuli of this research are destination marketing video established by Penghu County Government. Moreover, the samples of this research are university students who live in northern of Taiwan. The sampling method is stratified sampling, and participants will be random to select one of the advertisements. A total of 506 valid surveys is collected from 15, April 2016 to 24, April 2016 by electrical surveys which are posted on students’ internet social media such as Facebook. Results show that (1) emotional advertising appeal will have a significantly higher score on affective response than rational appeal. Besides; Rational advertising appeal will have a significantly higher score on visiting intention than emotional appeal. (2) Respondents with high involvement in travel will have a significantly higher score on all of the advertising effectiveness which includes cognitive response, affective response, attitude toward the Ad and visiting intention. (3) Higher involvement in travel with emotional appeal will have a better score on attitude toward the Ad. (4) Finally, we use structural equation model to test whether the advertising effectiveness model is established or not across two groups- more and less involvement in tourism. Result shows that this model has a good model fit in both groups. The study also suggests that participants with high involvement in tourism will have cognitive response as a significant positive factor in attitude toward the Ad. Moreover, affective response plays a more critical role than a cognitive response on groups with less involve in tourism. In addition, attitude toward the Ad can have significant positive effect on visiting intention in both two groups. The conclusion of this research can be applied as advice and reference to the promotion strategy of destination marketing.