在日常生活中隨處可得的旅遊廣告資訊，其呈現的版本多元，主要端看其想展現的廣告訴求及想要傳遞什麼樣的訊息予消費者知悉，同樣這也會影響搭配的視覺刺激。雖然旅遊廣告的研究不少，但在如何選擇不同的廣告訴求進行觀光訊息的傳遞較無深入探討，本研究以解析消費者對於訊息如何解讀、建構的解釋水平理論為基礎，並延伸廣告訴求中的理性訴求及感性訴求，聚焦於「資訊性廣告訴求」及「轉形性廣告訴求」的效果比較，探討不同訴求如何影響消費者內心對於一地觀光意象的喚起，進而影響造訪意願，並在不同廣告訴求下，考量與不同廣告元素，如：文案字體（手寫字體vs.機器字體）、圖像溫度（冷vs.熱），及圖像素材（插圖vs.靜態攝影）的搭配效果，俾進一步提升廣告宣傳效益。
　　本研究採實驗法，執行四個實驗，研究的重要發現包含：（一）轉形性(vs.資訊性)訴求會提升受眾對於旅遊目的地之觀光意象，進而增加受眾對旅遊目的地之造訪意願；（二）文案字體採用手寫（vs.機器）字體時會直接提升造訪意願，而在與廣告訴求搭配時，機器字體將強化轉形性訴求對認知層面整體觀光意象之影響，並使轉形性訴求對應較高造訪意願；（三）搭配冷（vs.熱）圖像，會強化轉形性訴求對情感層面觀光意象之作用，且僅在搭配冷圖像時，轉形性訴求會帶來較高造訪意願；（四）插畫搭配轉形性（vs.資訊性）訴求會提升情感層面觀光意象，但靜態攝影照搭配轉形性（vs.資訊性）訴求，則會提升認知層面整體觀光意象及造訪意願。
　　本研究為觀光旅遊廣告、視覺設計傳達、解釋水平理論等提供理論貢獻，並對於觀光旅遊業者提供不同廣告元素搭配下，以何種廣告元素組合可達最佳廣告效果之參考。

In daily life, tourism advertising is available everywhere. It can be presented in multiple ways, mainly depending on the advertising appeal and what kind of information the practitioners want to convey to consumers. Different visual stimuli can also be paired in advertisements. Although there is a lot of research on tourism advertising, few scholars have explored in depth how to choose different advertising appeals to convey tourism message for better advertising effects. Based on the construal-level theory of how consumers interpret and construe the message, this study focuses on the relative effects between informational appeals and transformational appeals that are extended from rational appeals and emotional appeals. It explores how different appeals can arouse consumers’ tourism image of a tourist destination and then affect their intention to visit. The moderating effects of advertising copy typefaces (handwritten vs. machine-written), destination image temperature (cold images vs. warm images), and image types (illustration vs. photograph) on the advertising appeal effect are also examined for further enhancing advertising effects.
This research used experimental method and conducted four experiments. The results showed that: (1) Transformational (vs. informational) appeals make consumers have more positive tourism image of the destination, thereby increasing consumer intention to visit. (2) Using handwritten (vs. machine-written) typefaces for advertising copy directly increases consumers’ intention to visit. However, using the machine-written typefaces would strengthen the positive effect of transformation appeals on cognitive tourism image and make transformational appeals yeild higher intention to visit. (3) Pairing with cold (vs. warm) images would strengthen the positive effect of transformational appeals on affective tourism image. And only when paired with cold images, transformational appeals lead to higher intention to visit. (4) Illustrations paired with transformational (vs. informational) appeals make consumers have more positive affective tourism image, but photographs paired with transformational (vs. informational) appeals make consumers have more positive cognitive tourism image and improve their intention to visit.
This research provides theoretical contributions to tourism advertising, visual design communication, and construal-level theory. For the tourism industry, the research findings provide a reference for how to match different advertising elements to achieve better advertising effects.

論文審定書 i
誌謝 ii
中文摘要 iii
Abstract iv
圖次 ix
表次 x
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究問題 9
第四節 研究目的 10
第二章 文獻探討 11
第一節 旅遊廣告相關研究 11
第二節 解釋水平理論（Construal Level Theory, CLT） 12
第三節 廣告訴求 15
第四節 文案字體 17
第五節 圖片溫度 19
第六節 圖像素材 20
第七節 觀光意象 24
第八節 造訪意願 29
第三章 研究架構與假說推論 31
第一節 研究架構 31
第二節 假說推論 31
第四章 實驗一 38
第一節 研究方法 38
第二節 研究結果 43
第五章 實驗二 52
第一節 研究方法 52
第二節 研究結果 57
第六章 實驗三 68
第一節 研究方法 68
第二節 研究結果 73
第七章 實驗四 84
第一節 研究方法 84
第二節 研究結果 89
第八章 結論與建議 100
第一節 主要研究發現 100
第二節 理論意涵 104
第三節 實務意涵 108
第四節 研究限制與未來研究方向 110
參考文獻 112
附錄一 136
附錄二 146
附錄三 159
附錄四 176

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