A Study on the Impact of Tourism Product Placement Marketing on Tourism Intention
Abstract
With the strong marketing of the global movie industry and the increasing international tourists, a wave of movie sight-seeing agitation has been popularized in the world. Therefore, the study explores the interrelationship between domestic movie tourism’s recollection, tourism products attitudes, and tourism Intention, also discusses whether viewers noticed the information of sightseeing products appearing in the movie during the process of watching movies and started to recollect the product with a desire to buy. While in the process of processing the information, the viewer’s perception of the product will influence the process, the best way for tourism products placed in a movie is combined the vision with auditory. Time and frequency of product exposure will also affect viewers’ recollection of products. The purpose of this study was to investigate the effect of placing tourism products into Taiwanese drama to verify the causal relationship. This study takes questionnaire as an experimental tool and takes the participants’ recollection of the sightseeing spots in the movie before and after watching for verifying the impact of tourism products using different placement methods and exposure effects on recollection, attitude, and Intention of products, and to explore their tourism intention. The study method is mainly the standard design. And the content includes product recollection and attitude, tourism Intention, and basic personal information. The statistical methods such as variance analysis, correlation analysis, and dependent sample T verification are used for analysis.
Keywords: film-induced tourism, product placement marketing, product recollection, product attitude, tourism intention
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