Abstract
Currently, national tourism organizations are releasing video clips to promote tourism. As a means by which to access information, video clips provide images of a place. However, unlike films and micro-films, video clips are short and lack a story line. This research makes use of a video clip, Taiwan's 2015 Global Tourism Transit Promotion Film, which was produced by the Taiwan Tourism Bureau to exam the immediate impacts of a video clip on viewers' images of and travel intention toward Taiwan. The results show that both cognitive and affective images of as well as travel intention toward a destination can be influenced by watching a video clip.
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