後疫情時代，臺灣致力發展觀光，了解何種訴求的廣告有助提升廣告效果是重要的，本研究將澎湖縣視為區域觀光品牌，希望探討不同的廣告訴求，對國小高年級的學童在進行家庭旅遊決策時的廣告效果影響。 本研究採用理性訴求廣告與感性訴求廣告，選擇澎湖縣政府與KKday之旅遊廣告，以國小高年級的學童作為研究對象，藉由閱讀與彙整相關文獻，以發展本研究之架構與假說，探討不同的廣告訴求對國小高年級的學童進行家庭旅遊決策時，對於行為意圖、廣告態度和品牌態度等廣告效果之間的影響。 本研究之實驗設計採用受試者內設計（重複量數設計）方式，回收277份有效問卷，對有效樣本進行分析後，研究結果顯示，旅遊廣告中理性訴求的廣告較感性訴求的廣告為佳，對於行為意圖、廣告態度和品牌態度，都會產生顯著差異之影響，本研究進一步發現人口統計變項和廣告訴求對於行為意圖、廣告態度和品牌態度亦有顯著差異的影響，理性訴求的廣告具有較好的調節效果。 根據上述研究結果提出相關的建議，提供旅遊相關單位在推展澎湖縣觀光時，制定有效的廣告行銷策略。 During the post pandemic era, tourism has been developed vigorously in Taiwan. Therefore, it is important to know what kind of advertising appeals will help improve the effectiveness of advertising. This study states Penghu County as a regional tourism brand and aims to explore the impact of different advertising appeals on advertising effectiveness when primary school senior graders making family travel decisions. In this study, the researcher used rational appeal advertising and emotional appeal advertising by selecting the advertisement provided by Penghu County government and KKday respectively. The participants of this study are elementary senior grades students. By doing literature review, the researcher structured the hypothesis of this study and aimed to explore the impact of different advertising appeals on advertising effect, including advertising attitude, brand attitude and behavioral intentions, when primary school senior graders making family travel decisions. The experimental design of this study adopts the within-subject design （repetitive quantity design） method. In this questionnaire survey, the sample consisted of 277 valid questionnaires. The results have shown that the rational appeal advertising is better than the emotional appeal advertising. It has also shown significant differences on advertising attitude, brand attitude and behavior intentions. Furthermore, this study found that demographic variables and advertising appeal also have a significant difference on advertising attitude, brand attitude and behavioral intentions. Based on the above findings, it is hoped that it will help Taiwan authorities and tour operators to develop effective advertising strategies when promoting tourism in Penghu County.
