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[[alternative]]The effects of gender and difference travel photographs on emotional responses─A case study of Kinmen image

By 陳靜怡 and Jin-Yi Chen

Abstract

[[abstract]]旅遊者可透過觀光旅遊情境或是圖片意象產生主觀的理解經驗,並且產生對該地的知覺與情感,藉此深入理解個體情緒狀態;由此可知,影像媒介成為牽動旅遊者情緒的重要關鍵因素之一。除此之外,藉由彩色以及黑白照片的影像呈現方式,更能激起受試者產生不同的情緒反應。另一方面,性別差異對於情緒反應也是本研究重要的研究變項之一,不論從社會學或生理科學的論點皆可得知,當男性與女性接觸環境刺激時,其所表現出來的情緒反應有所差異。因此,本研究將探討性別與旅遊照片差異與情緒反應之關係。 研究設計採用5位攝影者所拍攝的金門照片481張,再由7位對金門持有原始意象的受測者,挑選出他們認定代表金門的彩色影像共91張,另運用Ulead Photoimpact 12軟體轉換成91張黑白照片。研究進行主要以實驗設計法,自變項(X)則為性別(男性與女性)、旅遊照片(彩色與黑白),依變項(Y)為情緒反應。經由網路發放問卷至全國大專院校,回收361份大學生受測者樣本,經電腦編碼建檔整理後,剔除無效問卷,有效問卷為249有效樣本,回收率為68.97%;並利用雙因子MANOVA檢定進行資料檢驗。 研究結果顯示,性別與旅遊照片變項之間並無交互作用存在;然而,觀看彩色旅遊照片與黑白照片的受測者,引起的情緒反應程度有顯著性差異存在。意即當受測者形成目的地意象時,使用彩色照片與黑白照片會引發受測者產生不同程度的情緒反應。 研究結果建議,當地觀光行銷策略可以透過不同照片類型(彩色或黑白)的軟硬體呈現,進而引發旅遊者產生不同的情緒反應,形成旅遊地的濃厚意象;再者,配合金門的歷史與戰役背景,可用反向行銷方式,運用黑白照片誘發受測者產生情緒,形成獨特性的金門意象。[[abstract]]Travelers could subjectively produce their own experience, consciousness and emotions through travel environment or pictures. Therefore, image medium could be one of the key factors influenced traveler’s emotions. Besides use colored and black-and-white pictures can provoke participants’ different emotion reaction. Also, gender is one of the most important variables in the research. Regardless of sociology or physiology, male and female tend to present different emotion reaction. Therefore, the study explores the correlation of emotion reaction between gender and travel photograph. The study has used 481 photographs of Kinmen which shot by five photographers. 7 participents choose the most representative kinmen among 91 colored pictures and 91 colored pictures transfer into black-and-white by Ulead Photoimpact 12. We provide college students for questionnaires on the internet. Data from 249 samples are collected and analyzed by means of multivariable analysis of variance (MANOVA). Research findings confirm significantly in terms of elicits emotional reactions by colored and monochrome photographs. When the participants have image of destinations, we could induce different level of emotional reactions by using colored and black-and-white photographs. The study suggests that using colored and black-and-white photographs elicit the affection for travelers can be a tourist marketing strategy. Also, we could use backward marketing strategy and black-and-white pictures to match up the historical and battle background of Kinmen to form a unique image of Kinmen

Topics: 目的地意象;旅遊照片;情緒反應, destination image;travel photographs;emotional responses, [[classification]]16
Publisher: 國立臺北護理健康大學旅遊健康研究所
Year: 2013
OAI identifier: oai:NTUNHSIR:987654321/1367
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