Cartoon animation involvement and destination image

摘要

In tourism study, the notion of movie-induced tourism is well acknowledged.However, the previous relative researches have only dealt with live-action movie or drama, but there has been no research for cartoon animation. Live-action movie and cartoon animation is different in terms of reality. Thus, this study aims to extend the notion of movie induced tourism to cartoon animation. After careful reviewing ofrelative literatures, a hypothetical model which consists of the construct of cartoonanimation involvement, cognitive image components, affective image components, and desire to visit was proposed. The target population of this study was Taiwaneseyoung adults. Total 452 questionnaires were collected, and 304 samples were valid (67%). The data was analyzed by SPSS12.0 and AMOS 6.0. The results of the analysis showed the higher cartoon animation involvement, more favorable cognitive-and affective image of Japan, and the higher desire to visit Japan.