第五章 結論與建議
第三節 後續研究建議
本研究在執行過程中，由於受限於時間與研究經費之阻礙，以至於本研究尚存未 臻完善之處。因此，針對本研究不足之處，列出幾點建議，以作為後續相關研究者參 考之用。
一、變更研究方法
本研究利用問卷調查法的方式來檢測前往韓國旅遊者對韓國熟悉度、目的地意象 與旅遊動機之差異，然而此方式無法檢測出，當影視業者有目的的將觀光景點置入於 影片中時，實際對閱聽者原先的想法能產生多少程度的改變。因此，建議後續研究可 以採用實驗法，設定一群沒有看過韓劇的人先填寫收視前欲檢測之問卷，爾後觀賞完 畢時，再填寫收視後問卷，以比較收視影片前與收視之後，閱聽者是否會受影片影響，
而改變原有的觀感。最後，採取深度訪談方式以了解閱聽者改變想法之原因以及當有 意願前往影片中所呈現的景點旅遊時，探討其旅遊動機。
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二、變更研究對象
影視觀光產業在台灣近期已悄悄興起，以行銷高雄而拍攝的戲劇《痞子英雄》與 電影《艋舺》，都是經由地方政府給予資金的補助和行政協助而與影視業者攜手合作 的案例。以艋舺而言，隨著票房長紅，帶動了台北市剝皮寮老街的觀光人潮，帄均每 攤地方小吃業績成長七成。因此，外籍旅客受台灣影視影響而前來觀光的旅客是值得 後續研究者探討的話題。
三、探討旅遊動機其它影響因素
本研究主要探討赴韓旅客之熟悉度、目的地意象與旅遊動機之間的關係，建議後 續研究者可探討本研究尚未納入的研究構陎，以了解是否還有其它變項會影響閱聽者 前往韓國的旅遊動機。另外，在當前台灣的學術研究上，鮮少研究是針對影視觀光方 陎去探究，因此經由本研究可以了解影視觀光客主要前往韓國的旅遊動機，但針對影 視觀光所發展出的旅遊動機如 Macionis (2004) 所提，拉力因子包含地方 (place) 、 名人 (personality) 與演劇 (performance) 等三構陎，總計 23 題項，涵蓋範圍廣泛，
於本研究中無法全部適用。因此，建議後續研究者可以納入較多不同的影視誘發動機 層陎來深入探討。
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附錄 A 正式問卷 親愛的受訪者，您好:
這是一份學術性的問卷，目的在於了解影視閱聽者對曝光於影片中的景點、圖 像等的熟悉度是否會影響對地方的意象，並進一步探討是如何影響閱聽者的旅 遊動機，希望能藉由您寶貴的意見，協助本學術研究之進行。本問卷採不具名 之方式，不對外公佈，請安心填答。在此衷心的感謝您的協助。
謹祝 健康快樂
中華大學經營管理研究所
指導教授：陳沛悌、陳堯鈴 博士 研 究 生：林秉硯
第一部分 樣本篩選
1.您是否曾收看過韓劇? □是 □否 2.您每天收看韓劇時間為?
□無 □1 小時及以下 □1 小時以上至 3 小時 □3 小時以上至 5 小時
□5 小時及以上
3.您是受韓劇影響而前往韓國觀光? □是 □否 第二部分 熟悉度
1.您如何得知韓國的景點與圖像(可複選)
□電視/電影 □雜誌 □報章/新聞 □網際網路 □其他___________
2.您到過韓國旅遊的次數為?(不含此次) □0 次 □1 次 □2 次及以上
3.請您自我評估對韓國景點與圖像的熟悉程度?
□非常不熟悉 □不熟悉 □普通 □熟悉 □非常熟悉 第三部分 目的地意象
請問您對韓國整體意象認知為何?
非常 同意 沒意見 不同意 非 常 同意 (不知道) 不同意
1.韓國旅遊網路資訊發達 □ □ □ □ □ 2.韓國飯店與餐廳種類繁多 □ □ □ □ □ 3.韓國餐飲吸引人 □ □ □ □ □ 4.韓國旅遊景點容易到達 □ □ □ □ □ 5.韓國商業中心發達 □ □ □ □ □ 6.韓國購物商場選擇性多 □ □ □ □ □ 7.韓國夜生活豐富 □ □ □ □ □ 8.韓國當地風景美麗 □ □ □ □ □ 9.韓國的旅遊環境衛生良好 □ □ □ □ □ 10.韓國氣候與環境舒適 □ □ □ □ □ 11.韓國擁有強烈的異國風情 □ □ □ □ □ 12.韓國地方生活風格具特色 □ □ □ □ □