2014年香港旅遊發展局預計將發展「優質旅遊服務」計畫，針對亞洲市場，特別邀請明星林俊傑、林依晨合作拍攝微電影“幸福的原點”，利用它與觀光旅遊行業做一個整合，更衝破了上百萬的點閱率，使得微電影不僅結合了影視明星、城市行銷，更讓微電影這個新的傳播媒介創造出不同方式的旅遊目的。 本研究目的為下: 一、探討微電影要素對台灣大學生之香港迪士尼旅遊意象、態度之影響；二、探討台灣大學生對香港迪士尼旅遊意象、態度是否影響旅遊意願；三、探討人口統計變項對微電影要素、目的地意象、目的地態度及香港迪士尼旅遊意願之差異? 研究結果發現微電影要素對旅遊目的地意象、目的地態度有正面影響。而旅遊目的地意象、目的地態度會正面的影響台灣大學生對香港迪士尼旅遊意願。 Tourism Hong Kong is expected to develop the “Quality Tourism Services” especially the Asia market in 2014. It originated filmed with Asian stars to J.J Lin and Ariel Lin the Micro Film-” Origin of Happiness”. Tourism Hong Kong used this micro film with the tourism industry is the first to do a consolidation that broke a million hits. This micro film is not only a combination of film stars, city marketing its tourism destination through different ways to create a new micro film media. The main purposes of this research are: 1. to explore the effects of micro film elements on Taiwan College students' tourism destination image and attitude of the Hong Kong Disneyland tour；2. to explore Taiwan College students ' travel intention whether affect by tourism destination image and attitude；3. Discussion on demographic variables on micro-film elements, tourism destination image, tourism destination attitude and travel intention to Hong Kong Disneyland tour? This result found for micro film elements have a positive effect on tourism destination image and tourism destination attitude. Tourism destination image and tourism destination attitude will positive affect Taiwan College students’ travel intention to Hong Kong Disneyland.
