| 摘要: | 本研究探討 Youtube 旅遊頻道使用者在觀賞影片後的旅遊意願與行為，並分析影片對其旅遊決策的影響。研究方法採用質性研究，通過訪談收集了10位受訪者的觀點和經驗。結果顯示，大多數受訪者在觀看影片後產生旅遊意願，部分人將影片中的建議應用於實際旅程。在美食、住宿、特殊景點、歷史人文景點、特殊活動、交通方式和休閒娛樂等方面，影片對受訪者產生了影響。此外高品質內容和吸引人的呈現方式提升了觀眾對影片的信任感和黏性，刺激了他們的旅遊興趣與計劃。Youtuber 的個人魅力、幽默感和真實性則增強了觀看體驗和持續觀看的動力。另外，持續更新的影片保持了觀眾的關注度和記憶度，促使他們持續訂閱和觀看頻道。本研究還發現，有受訪者雖然觀看影片，但其旅遊意願和行為未受影響，主因其更依賴自身經驗和興趣，對影片的參考性較低。然而旅遊影片仍是其娛樂和資訊來源。最後研究建議旅遊景點、飯店和民宿與適合的 Youtuber合作推廣特色活動，以吸引觀眾前往體驗。同時，政府相關部門應積極利用 Youtuber進行創意觀光宣傳，擴大觀眾觸及面。
This study explores the travel intentions and behaviors of Youtube travel channel
users after watching videos and analyzes the impact of these videos on their travel decisions. The research employs qualitative methods, collecting the views and experiences of 10 respondents through interviews. Results show that most respondents develop a desire to travel after watching the videos, with some applying the suggestions from the videos to their actual trips. The videos influenced respondents in various aspects such as food, accommodation, special attractions, historical and cultural sites, special activities, transportation, and leisure. Moreover, high-quality content and engaging presentation increased viewers' trust and attachment to the videos, stimulating their travel interest and plans. The personal charm, humor, and authenticity of the Youtubers enhanced the viewing experience and motivation to continue watching. Additionally, regularly updated videos maintained viewers' attention and memory, encouraging continuous subscription and viewing. The study also found that some respondents,
although watching the videos, were not influenced in their travel intentions and behaviors, mainly because they relied more on their own experiences and interests, giving less reference to the videos. However, travel videos still served as a source of entertainment and information for them. Finally, the study suggests that tourist attractions, hotels, and inns should collaborate with suitable Youtubers to promote unique activities, attracting viewers to experience them. Simultaneously, government departments should actively use Youtubers for creative tourism promotion to expand audience reach. |
