Autor:	Ya-Chin Tsai, 蔡雅晴
Rok vydání:	2010
Druh dokumentu:	學位論文 ; thesis
Popis:	98 Product placement in movies has become a communication technique which is used more than ever by advertisers. This study proposes that destination placement strategy influences tourist intentions to travel destinations. The study data were collected from a sample of 383 potential tourists in Taiwan. Analysis using structural equation modeling reveals that destination placement strategy (prominent placements and association between the destination and plot) significantly and positively affect attitude, plot significantly and positively affect attitude, tourist attitude significantly affect their intention to visit travel destinations. Finally, theoretical and practical implications are discussed.
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://ndltd.ncl.edu.tw/handle/62106214070570072036 Zobrazit plný text záznamu