觀光產業常以代言人的方式，希望藉由代言人的知名度、吸引力，來轉移至所代言之觀光產品上，然而虛擬與真人代言人之推廣效果是否一樣並不清楚。另外，旅遊的風險知覺會影響到遊客對觀光產品之態度，使得遊客對觀光地的態度是負面的，甚至會降低遊客的旅遊意願，透過虛擬代言人之代言，即使先前消費者有負面的印象，在代言後常可重新引發消費者更佳的品牌態度。虛擬代言人中，依來源分類成廣告非知名人物與非廣告知名人物，何者代言效果較佳亦不清楚，而虛擬代言人之可信度高低是否亦會影響廣告之效果與其風險知覺，這些都是本研究想要釐清之問題。本研究以貓空纜車虛擬代言人為例來設計問卷，問卷以簡單抽樣進行調查，發放地點為台北車站、華山文創園區，有效問卷603份。結果發現虛擬代言人可信度與廣告效風險知覺是具有相關；而在迴歸分析中亦發現虛擬代言人可信度與風險知覺對廣告效果有影響。在實務方面貢獻，將可提供給觀光行政單位，在地區性的行銷時，如何選擇虛擬代言人，以達到最佳的廣告效果；在學術方面貢獻，可補足不同類型的虛擬代言人對廣告效果以及風險知覺的影響；未來研究可以針對不同地區的虛擬代言人及其代言之觀光產品之類型進行更深入之研究。
Through using spokesperson, tourism Industry hoped to transform the popularity and attractiveness of spokesperson into tourism products which were endorsed by them. Spokespersons can be classified to two kinds. However, real persons or avatar had bet-ter promotion effectiveness remained unclear. Moreover, the risk perceptions of travel-ling will influence tourists' attitude regarding tourism products, therefore, the attitude to tourism destination will became negative, and consequently reduced the likelihood of their travelling intention. Spokespersons can increase tourists' brand attitude to tour-ism products. The source of avatar spokespersons can be classified to non-celebrity and celebrity. Which kind of avatar spokespersons had better promotion effectiveness re-mained unclear, and whether credibility of avatar spokespersons would affect the ad-vertising effectiveness and risk perceptions remained unclear. Avatar spokespersons of Maokong area were adopted to investigate the research questions. Simple sampling method was applied to collect questionnaires at Taipei station and Huashan Creative Park. Six hundred and three effective questionnaire were collected. The result shown that avatar spokesperson credibility and advertising effectiveness had highly signifi-cant correlation, and risk perception and advertising effectiveness had significant cor-relation. Result shown that avatar spokesperson credibility affected advertising effec-tiveness, and risk perception affected advertising effectiveness under applying regres-sion analysis. In practical contributions, this study would provide useful knowledge to tourism administrative authorities for selecting avatar spokespersons to promote desti-nation, and can therefore reduce tourists’ risk perception and increased advertising ef-fectiveness. In academic contributions, the differences of advertising effectiveness and risk perception between real spokespersons and avatar spokespersons. In the future, more studies were recommended on avatar spokespersons at other tourism destinations or for different tourism products.
