隨著全球觀光客不當行為日益增加，旅遊目的地需要更具成效的管理工具。現行「一體適用」（one-size-fits-all）的廣告策略往往未充分考量個體之間的心理差異，並假設所有遊客對同一則廣告都會產生相似反應，因此未必能有效抑制不當行為。基於上述背景，本研究探討廣告中的視覺視角（第一人稱 vs. 第三人稱）與遊客自我建構如何交互影響其不當行為意圖，並以知覺不道德作為中介心理機制。
為檢驗上述關係，本研究採用組間實驗設計，並以世界級水族館中禁止使用閃光燈拍照的情境作為實驗場景。受試者被隨機分派至第一人稱或第三人稱視角廣告條件，隨後測量其自我建構、知覺不道德與不當行為意圖。經資料篩選後，本研究最終保留 261 份有效樣本進行分析。
研究結果指出，與第一人稱視角相比，第三人稱視角顯著降低了個體的不當行為意圖，且此效果會隨著自我建構程度的提升而增強。進一步而言，第三人稱視角對高、低自我建構程度的個體皆具有降低不當行為意圖的效果，但其對相依型自我建構程度較高者的抑制效果更為明顯，因此假設一獲得部分支持。此外，視覺視角與自我建構會共同影響知覺不道德，且知覺不道德亦能顯著預測不當行為意圖。然而，知覺不道德並未充分解釋視覺視角與自我建構對不當行為意圖的交互作用，因此假設二未獲支持。
本研究對觀光客不當行為、視覺視角與自我建構相關文獻有所貢獻，指出第三人稱視角是一種更有效的視覺線索，可用於抑制不當行為，尤其當個體的自我建構越偏向相依型時，此效果更為明顯。在實務上，本研究建議旅遊目的地管理者可透過採用第三人稱視覺框架來提升非處罰性教育傳播的效果，同時亦應注意，其背後的心理歷程可能不僅僅來自知覺不道德，尚可能涉及其他潛在機制。

As global tourist misbehavior increases, destinations need better management tools. Current “one-size-fits-all” advertisements often fail because they overlook individuals’ psychological differences and assume that all tourists respond similarly to the same advertisement. Thus, this study examined the way visual perspective in advertising (first-person vs. third-person) and tourists’ self-construal interact to influence intention to misbehave, with perceived immorality proposed as the mediating psychological mechanism.
To test these relationships, a between-subjects experiment was conducted in a world-class aquarium using a prohibited flash-photography scenario. Participants in this study were randomly assigned to either the first-person or third-person perspective condition, after which their self-construal, perceived immorality, and intention to misbehave were measured. After data screening, a total of 261 valid responses were used for analysis.
The results showed that, in comparison with the first-person perspective, the third-person perspective significantly reduced the intention to misbehave, and this effect became stronger as self-construal increased. Specifically, the third-person perspective lowered intention to misbehave for both more interdependent and less interdependent (independent) individuals, although the reduction was stronger among those with a more interdependent self-construal. Thus, Hypothesis 1 in this study received partial support. In addition, visual perspective and self-construal jointly influenced perceived immorality, and perceived immorality significantly predicted intention to misbehave. However, perceived immorality did not fully explain the interactive effect of visual perspective and self-construal on intention to misbehave; therefore, Hypothesis 2 was not supported.
Thus, these findings add to the existing literature on tourist misbehavior, visual perspective, and self-construal by showing that the third-person perspective is a more effective visual cue for discouraging misconduct, particularly as self-construal becomes more interdependent. Practically, the findings suggest that destination managers may improve non-punitive educational communication by using third-person visual framing, while also recognizing that the underlying psychological process may involve additional mechanisms beyond perceived immorality.

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