Abstract
Film-induced tourism plays a critical role in tourism. Investigating the effect of the movie ＂Warriors of the Rainbow: Seediq Bale＂ on viewers, this study examines both viewers' destination image and aboriginal image in Taiwan. A survey obtained 446 valid questionnaires during September and November in 2011. The data were analyzed by using SPSS 17.0 and LISREL 8.70. Analytical results demonstrate that the film ＂Warriors of the Rainbow: Seediq Bale＂ effectively alters both viewers' destination image and aboriginal image. On the basis of the pre-viewing and post-viewing analysis, the four quadrants provide practical means for managers and marketers to adapt management and market strategies related to destination and aboriginal images. Finally, this study provides numerous practical managerial implications. Recommendations for further study are given.
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