音樂在歷史的脈絡上與社會現象以及文化有著相當程度的關係，每一階段的社會變遷與當代價值觀更是反映於流行歌曲的詞曲。台灣的國內觀光旅遊市場正在不斷轉型中，卻鮮少藉由具地方意象歌曲的方式來行銷地方特色，故本研究以消費者對於地方意象歌曲之涉入程度為切入點，進而探討其後續相關之旅遊行為。本研究以網路電子問卷方式進行問卷發放，共回收400份有效問卷。並運用線性結構方程模式探討具地方意象歌曲涉入程度、體驗價值、旅遊效益與行為意圖間之關係。本研究結果顯示，當人們對於具地方意象歌曲的涉入程度越高，其體驗價值越高並進而影響其旅遊效益與意願，因此，人們對地方意象歌曲的涉入程度，會透過體驗價值中介變數而影響旅遊意願。最後，一些對於旅遊業之重要的管理意涵也在內容中被討論。 History, social phenomenon, and cultural are closely associated to music. Every phase of the social change and contemporary values reflected through the lyrics in popular music. Now, the tourism market continues to transfer rapidly in Taiwan. However, thetravel managers seldom applied the songs of place images to market local characteristics and tourism. Therefore, this study focused on the visitor’s song involvement of place image and to examine the travel behaviors. To achieve the research objective, an email survey was conducted to collect empirical data. A total of 400 effective samples obtained. The study investigates the relationships between song involvement, experience value, travel benefit, and revisit intention by structural equation modeling. The empirical results reveal that song involvement of place image is positively to experience value that then indirectly affects travel benefit and revisit intention. Finally, some policy implications for the travel industry were also discussed.
