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中韩两国的观光交流日趋频繁,在此背景下,研究中国地区对韩国观光广告的需求是非常有意义的。本研究以2013年的北京、上海、广州、深圳这四大城市为中心调查区,以韩国歌手PSY(鸟叔)作代言人来介绍韩国六大主题的广告为实验广告。因变量由广告需求对记忆和广告的态度,以及行动参与度的变量构成。研究发现:第一,观看与旅行目的一致的广告主题,可以提高对广告信息的记忆效果;第二,对广告内容的记忆顺序会对广告的态度产生正面影响;第三,如果能将在广告态度上表现出的积极反应转移到行动参与度上,可以提高广告的需求度。这些研究结果揭示,在开发观光广告计划时,需要充分分析消费者的观光目的,利用这些信息开发广告是提高广告效果的重要因素。
With the frequent exchange of sightseeing between China and South Korea, it is of great significance to study the demand of China for sightseeing advertisements in South Korea. This research takes the four major cities of Beijing, Shanghai, Guangzhou and Shenzhen in 2013 as the research area, and uses the Korean singer PSY (bird uncle) as the spokesperson to introduce advertisements of the six major themes in South Korea as experimental advertisements. The dependent variable consists of the attitude of advertising needs to memory and advertising, as well as the variables of engagement. The findings are as follows: Firstly, viewing the theme of advertising which is consistent with the purpose of travel can improve the memory effect of advertisement information; secondly, the order of remembering the advertisement content has a positive influence on the attitude of advertisement; thirdly, Attitude showed a positive response shifted to the degree of engagement, can increase the demand for advertising. These findings reveal that in the development of tourism advertising programs, consumers need to fully analyze the purpose of tourism, the use of this information to develop advertising is an important factor in improving advertising effectiveness.