近年來，韓劇興起帶動了韓國觀光熱潮，且透過戲劇置入旅遊景點，帶動了許多旅遊商機。台灣製播的電視劇或電影，也會置入許多觀光景點，透過影視媒體強力放送，替這些景點增加不少觀光收入。現今，國人極重視旅遊休閒，各地區旅遊品質也不斷提升中，遊客認為旅遊就是要慢慢的去體會及了解當地的人文特色。因此，劇迷不僅對戲劇中所出現的景點存在印象，有些甚至會親自去體驗戲劇裡出現的旅遊景點。 本研究主要目的是在探討電影/電視劇內容故事性、旅遊動機、目的地意象與旅遊效益之關係。針對實際拜訪拍攝景點之遊客，進行實地問卷抽樣調查。本研究結果顯示：電影/電視劇內容故事性對喜好程度有顯著影響；喜好程度對旅遊動機有顯著影響；旅遊動機對目的地意象有顯著影響；目的地意象對旅遊效益有顯著影響；旅遊動機之劇情推力對旅遊效益有顯著影響。本研究最後將依結果提出相關建議與未來研究的方向，供旅遊業者及地方政府相關部門做為參考。 In recent years, the rise of Korea dramas brings about an upsurge in tourism and many travel business opportunities by placing tourist sites in dramas. The movies or TV dramas produced in Taiwan also place in a number of tourist sites. Through the visual media broadcasts, the sights can increase the revenues. Nowadays, the citizens attach great importance to tourism and leisure. The quality of tourism in many regions is rising constantly. The visitors think travel is to understand and experience local cultural characteristics slowly. Therefore, the fans not only emerged impression to those sights filmed in movies or dramas , but some even will experience the sights appeared in movies or dramas in person. The main purpose of the research is to discuss the relationship among the story of movies/TV dramas, tourism motives, destination images, and tourism benefits. The convenience sampling questionnaire surveys were carried out on the tourists visiting the scenic spots filmed in movies or TV dramas in person. The findings showed that the story of movies/TV dramas has the remarkable influence to the liking . The liking has the remarkable influence to tourism motives. Tourism motives have the remarkable influence to destination images. Destination images have the remarkable influence to tourism benefits. The story thrust of tourism motives has the remarkable influence to tourism benefits. Finally, the research will propose the related suggestions and futurology directions for the tourist industry and the related local government departments according to the result.
