隨著網路及行動裝置的普及，使用社群媒體來記錄生活已成為新的生活模式，2015年，Snapchat推出濾鏡功能，為社群媒體帶來全新的使用體驗。這些濾鏡不僅提供使用者娛樂的功能，更用來與他人進行情感連結，創造共同話題，因此套用濾鏡逐漸成為一種廣泛流行的風氣。
本研究結合跨領域的構面，旨在深入探討濾鏡對旅遊景點的影響。當觀眾在社群平台上瀏覽影片時，看到影片封面縮圖中的網紅套用濾鏡介紹旅遊景點，對其形象、影片觀看意願、景點存在真實性及旅遊意願產生的影響。本研究以主題公園及歷史博物館作為情境背景，共計回收205份問卷，針對兩種情境 (歡樂版本、靜態版本) 做獨立樣本t檢定分析，並利用partial least squares方法找出各構面之間的關係。
研究結果顯示，濾鏡確實對網紅的形象和影片娛樂性產生影響，進而影響觀眾的影片觀看意願、景點存在真實性及旅遊意願。此外，影片的觀看意願還受景點的旅遊動機影響，若是旅遊動機與旅遊景點特性不相符，則可能對影片觀看意願產生負面影響。因此，當旅遊業者在找尋網紅合作推廣旅遊景點時，除了要考慮網紅的形象與景點的類型，還可以針對景點的特性結合濾鏡的應用，為旅遊景點開創不同的旅遊體驗。

With the popularity of the Internet and mobile devices, using social media to record daily activities has become a new way of life. In 2015, Snapchat revolutionized the social media experience through the introduction of the filter function. Besides being entertaining, filters also facilitate emotional connections and generate common conversational topics. As a result, the use of filters has become a popular trend. This study investigates the impact of filters, specifically, the extent Internet celebrities using filters to introduce tourist attraction in video thumbnails affect viewers’ perception of the Internet celebrities, willingness to watch the video, perception of the existential authenticity of the tourist attraction, and travel intention. This study focuses on theme park and historical museum as contextual backgrounds and collects 205 valid questionnaires (105 for theme park and 100 for historical museum). Partial least squares analysis revealed filters influence the image of Internet celebrities and the entertainment value of videos, thereby affecting viewers’ willingness to watch videos, existential authenticity of attractions, and travel intention. Additionally, the willingness to watch videos is influenced by travel motivations; incongruence between these motivations and attraction characteristics may negatively impact video viewing intention. Thus, when tourist stockholders seek Internet celebrities to promote tourist attractions, they should consider the image of Internet celebrities, type of attractions, and whether to use filters.

論文審定書i
誌謝ii
摘要iii
Abstractiv
目錄v
圖目錄vii
表目錄viii
第一章緒論1
第一節研究動機1
第二節研究問題與目的2
第三節研究流程3
第二章文獻探討與假說建立4
第一節濾鏡4
第二節旅遊動機4
第三節網紅給人的觀感5
第四節對影片縮圖的觀感－娛樂性6
第五節影片觀看意願7
第六節景點存在真實性7
第七節旅遊意願9
第三章研究方法10
第一節研究架構與假說路徑10
第二節研究構面11
第三節操作型定義與研究問項12
第四節問卷施測與分析工具16
第四章數據分析18
第一節樣本結構18
第二節研究構面分析20
第三節假說驗證25
第五章結論與建議30
第一節結論與討論30
第二節理論貢獻31
第三節實務意涵31
第四節研究限制與未來方向32
參考文獻33

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