科技發展相當迅速，也改變了行銷操作的模式，網紅行銷的崛起，虛擬網紅的出現成了真人網紅強勁的競爭對手，虛擬網紅在觀光、旅遊產業是否能創造無限商機成了值得探討之議題。本研究欲了解消費者是否會接受虛擬網紅，並了解虛擬網紅目前的發展現況，以探討消費者是否會受到虛擬網紅在網路上發布的圖文資訊所影響，而最終能否影響消費者的旅遊意圖。
本研究採用量化研究，總共收回488份有效問卷。經分析後結果顯示，消費者確實會受到社群媒體影響其對於目的地意象的想法，並進而影響旅遊意圖，也從研究當中發現虛擬網紅的未來發展是被看好的，並且確定了消費者對於虛擬網紅的態度能調節旅遊意圖。

關鍵字：網紅行銷、社群媒體依賴、目的地意象、虛擬網紅、旅遊意圖

The development of technology has been quite rapid and has also changed the mode of marketing operations. The rise of influencer marketing and the emergence of virtual influencers have become strong competitors to real-life influencers. Whether virtual influencers can create unlimited business opportunities in the tourism industry has become a topic that is worth exploring. This study aims to understand whether consumers will accept virtual influencers and the current development status of virtual influencers. The study also aims to explore whether consumers will be influenced by the visual and textual information posted by virtual influencers on the Internet and whether this will ultimately affect their travel intentions.
This study used quantitative research and collected a total of 488 valid questionnaires. After analysis, the results showed that consumers are indeed influenced by social media and this affects their perceptions of travel destinations, which then impacts their travel intentions. It was also found that the future development of virtual influencers is promising and that consumer attitudes toward virtual influencers can moderate travel intentions.

Keywords: influencer marketing, social media dependency, destination image, virtual influencers, travel intentions

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