本研究探討觀光局所製作之觀光短片對旅遊意願的影響。隨著科技進步，在網路上觀看各類短片成為人們獲取知識的管道之一，各國觀光局也透過短片推廣觀光旅遊。不同於電影、微電影，短片的片長較短，影片內容也較不具完整的故事情節，因此本研究利用問卷調查，並以台灣觀光局所拍攝之短片「2015臺灣觀光全球宣傳影片_過境篇」為例，進行研究，以非台灣人為調查對象，觀察短片對目的地意象與旅遊意願的影響。研究結果顯示，外國人觀看觀光局所拍攝之「2015臺灣觀光全球宣傳影片_過境篇」短片後，會影響其對台灣的認知與情感意象，也會提高其旅遊意願。

Currently, national tourism organizations are releasing video clips to promote tourism. As a means by which to access information, video clips provide images of a place. However, unlike films and micro films, video clips are short and lack a story line. This research makes use of a video clip, Taiwan’s 2015 Global Tourism Transit Promotion Film, which was produced by the Taiwan Tourism Bureau to exam the immediate impacts of a video clip on viewers’ images of and travel intention toward Taiwan. The results show that both cognitive and affective images of as well as travel intention toward a destination can be influenced by watching a video clip.

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