旅游照片的符号属性对旅游意向的影响研究——以微信朋友圈旅游照片为例
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摘要
旅游照片是旅游的重要组成部分,是传达旅游体验和目的地形象的重要方式,但目前国内外学术界较少研究游客在社交媒体上发布的旅游照片对潜在游客旅游意向的影响。以微信朋友圈旅游照片为例,建构并验证以旅游照片为前因变量、符号属性感知为中介变量、旅游意向为结果变量、关系强度为调节变量的概念模型,研究结果为目的地营销组织了解游客行为和偏好,制定更有效的营销推广策略提供了理论参考。
Travel photo was an important part of tourism,photo was an important way to convey the tourism experience and destination image. Only a few studies focused on the impact of travel photos posted by tourists on social media on the travel intention of potential tourists. Taking the travel photos of We Chat friends circle as an example,this paper constructed and verified the conceptual model that took travel photos as the antecedent variable,the symbol attributes perception as the mediator,the travel intention as the outcome variable and the relationship strength as the moderator. The results provided theoretical reference for destination marketing organizations to develop a more effective marketing strategy.
Travel photo was an important part of tourism,photo was an important way to convey the tourism experience and destination image. Only a few studies focused on the impact of travel photos posted by tourists on social media on the travel intention of potential tourists. Taking the travel photos of We Chat friends circle as an example,this paper constructed and verified the conceptual model that took travel photos as the antecedent variable,the symbol attributes perception as the mediator,the travel intention as the outcome variable and the relationship strength as the moderator. The results provided theoretical reference for destination marketing organizations to develop a more effective marketing strategy.
引文
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[21]Tasci ADA. Social Distance:The Missing Link in the Loop of Movies,Destination Image,and Tourist Behavior?[J]. Journal of Travel Research,2009,47(4)∶494-507.
[22]Croy WG. Planning for Film Tourism:Active Destination Image Management[J]. Tourism and Hospitality Planning&Development,2010,7(1)∶21-30.
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[24]Giannetti L. Understanding Movies[M]. Upper Saddle River,New Jersey:Prentice Hall,2008.
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[28]Sheeran P. Intention-behavior Relations:A Conceptual and Empirical Review[J]. European Review of Social Psychology,2002,12(1)∶1-36.
[29]Bianchi C,Milberg S,Cuneo A. Understanding Travelers'Intentions to Visit a Short Versus Long-haul Emerging Vacation Destination:The Case of Chile[J]. Tourism Management,2017,59(4)∶312-374.
[30]Noh JH. Factors Influencing American's Intentions to Vacation in South Korea[J]. Korean Journal of Tourism Research,2007,22(3)∶163-182.
[31]蔡礼彬,吴楠.旅游网站创意对旅游者行为意向的影响——基于效果层次模式[J].旅游学刊,2017,32(8)∶25-37.
[32]刘力.旅游目的地形象感知与游客旅游意向——基于影视旅游视角的综合研究[J].旅游学刊,2013,28(9)∶61-72.
[33]于鹏,张宏梅.韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例[J].旅游学刊,2016,(12)∶62-75.
[34]孙小龙,林璧属.基于网络文本分析的旅游商业化符号表征研究——以西江苗寨为例[J].旅游学刊,2017,32(12)∶28-36.
[35]Granovetter M S. The Strength of Weak Ties[J]. American Journal of Sociology,1973,78(6)∶1360-1380.
[36]冯娇,姚忠.基于强弱关系理论的社会化商务购买意愿影响因素研究[J].管理评论,2015,(12)∶99-109.
[37]Ronald S Burt. Structural Holes:The Social Structure of Competition[M]. Harvard University Press,Cambridge,MA,1992.
[38]Brashears ME,Quintane E. Weakness of Tie Strength[J]. Social Networks,2016,55(1)∶104-115.
[39]Bansal HS,Voyer PA. Word-of-mouth Processes Within a Services Purchase Decision Context[J]. Journal of Service Research,2000,3(2)∶166-177.
[40]李欢.微信朋友圈旅游照片对旅游意向的影响研究[D].广州:华南理工大学硕士学位论文,2017.
[41]Erving Goffman. Frame Analysis:An Essay on the Organization of Experience[M]. New York:Harper&Row,1974.
[42]Liang T P,Ho Y T,Li Y W,et al. What Drives Social Commerce:The Role of Social Support and Relationship Quality[J]. International Journal of Electronic Commerce,2011,16(2)∶69-90.
[43]Stanko MA,Bonner JM,Calantone RJ. Building Commitment in Buyer-seller Relationships:A Tie Strength Perspective[J]. Industrial Marketing Management,2007,36(8)∶1094-1103.
[44]Anderson J C,Gerbing D W. Structural Equation Modeling in Practice:A Review and Recommended Two-step Approach[J]. Psychological Bulletin,1988,103(3)∶411-423.
[45]House J. English as a Lingua Franca:A Threat to Multilingualism?[J]. Journal of Socio Linguistics,2003,7(4)∶556-578.
[46]吴明隆.结构方程模型∶AMOS的操作与应用[M].重庆:重庆大学出版社,2009.
[47]Hung K,Petrick J F. Developing a Measurement Scale for Constraints to Cruising[J]. Annals of Tourism Research,2010,37(1)∶206-228.
[48]Fornell C,Larcker F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research,1981,18(1)∶39-50.
[49]邱浩政.结构方程模型的原理与应用[M].北京:中国轻工业出版社,2009.
[50]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)∶268-274.
[51]沈雪瑞,李天元,臧德霞.旅游目的地品牌象征性意义对到访意向的影响研究[J].旅游学刊,2016,31(8)∶102-113.
[52]Carrera P,Chiu CY,Pratipwattanawong P,et al. My Space,My Friends,My Customers[J]. Information and Communication Technologies in Tourism,2008,(1)∶94-105.
[53]Douglas Karen M,Robbie M. Effects of Communication Goals and Expectancies on Language Abstraction[J]. Journal of Personality and Social Psychology,2003,84(4)∶682-696.
[54]Moore S G. Some Things Are Better Left Unsaid:How Word of Mouth Influences the Speaker[J]. Journal of Consumer Research. 2012,38(6)∶1140-1154.
[2]Lo I S,Mc Kercher B,Lo A,et al. Tourism and Online Photography[J]. Tourism Management,2011,32(4)∶725-731.
[3]Haldrup M,Larsen J. The Family Gaze[J]. Tourist Studies,2003,3(1)∶23-45.
[4]Groves D L,Timothy D J. Photographic Techniques and the Measurement of Impact and Importance Attributes on Trip Design:A Case Study[J]. Loisir et Societe,2001,24(1)∶311-317.
[5]Munir K A,Phillips N. The Birth of the“Kodak Moment”:Institutional Entrepreneurship and the Adoption of New Technologies[J].Organization Studies,2005,26(11)∶1665-1687.
[6]Bruno G. Collection and Recollection:On Film Itineraries and Museum Walks Camera Obscura,Camera Lucida. Essays in Honor of Annette Michelson[M]. Amsterdam:Amsterdam University Press,2003.
[7]Vu H Q,Luo J M,Ye B H,et al. Evaluating Museum Visitor Experiences Based on User-generated Travel Photos[J]. Journal of Travel and Tourism Marketing,2018,35(4)∶493-506.
[8]Desforges L. Touring Cultures:Transformations of Travel and Theory[J]. Journal of Rural Studies,1997,15(2)∶176-195.
[9]Lee J,Tsai H. Travel Photos:Motivations,Image Dimensions,and Affective Qualities of Places[J]. Tourism Management,2014,40(1)∶59-69.
[10]Barthes R. Camera Lucida[M]. New York:Hill and Wang,1981.
[11]Bandura A. Social Cognitive Theory of Mass Communication[J].Media Psychology,2001,3(3)∶265-299.
[12]Martin-Santana JD,Beerli-Palacio A,Nazzareno PA. Antecedents and Consequences of Destination Image Gap[J]. Annals of Tourism Research,2017,62(11)∶13-25.
[13]张若阳.基于微信朋友圈旅游照片分析的游客旅游感知研究方法[J].旅游导刊,2017,(5)∶100-106.
[14]Jacobsen JKS. Use of Landscape Perception Methods in Tourism Studies:A Review of Photo-based Research Approaches[J].Tourism Geographies,2007,9(3)∶234-253.
[15]Mac Kay KJ,Fesenmaier DR. An Exploration of Cross-culture Destination Image Assessment[J]. Journal of Travel Research,2000,38(4)∶417-423.
[16]Edensor T. Staging Tourism:Tourist as Performers[J]. Annals of Tourism Research,2000,27(2)∶322-344.
[17]Tudor R. The Image of Tourist Destinations Represented in Travel Blog Photography. Case Study:Romania's Image Reflected in French Bloggers Photos[J]. Journal of Tourism,2012,(13)∶32-39.
[18]Stepchenkova S,Zhan F. Visual Destination Images of Peru:Comparative Content Analysis of DMO and User-generated Photography[J]. Tourism Management,2013,36(6)∶590-601.
[19]Urry J. The Tourist Gaze:Leisure and Travel in Contemporary Societies[M]. Guilin:Guangxi Normal University Press,2009.
[20]王宁.旅游社会学[M].天津:南开大学出版社,2008.
[21]Tasci ADA. Social Distance:The Missing Link in the Loop of Movies,Destination Image,and Tourist Behavior?[J]. Journal of Travel Research,2009,47(4)∶494-507.
[22]Croy WG. Planning for Film Tourism:Active Destination Image Management[J]. Tourism and Hospitality Planning&Development,2010,7(1)∶21-30.
[23]Saayman M. Enroute with Tourism[Z]. Potchefstroom,South Africa:Institute for Tourism and Leisure Studies,2000.
[24]Giannetti L. Understanding Movies[M]. Upper Saddle River,New Jersey:Prentice Hall,2008.
[25]马凌.社会学视角下的旅游吸引物及其建构[J].旅游学刊,2009,(3)∶69-74.
[26]Mac Cannell D. The Tourist:A New Theory of the Leisure Class[M].New York:University of California Press,1976.
[27]Smith KH. Implementing the“Marketing You”Project in Large Sections of Principles of Marketing[J]. Journal of Marketing Education,2004,26(2)∶123-136.
[28]Sheeran P. Intention-behavior Relations:A Conceptual and Empirical Review[J]. European Review of Social Psychology,2002,12(1)∶1-36.
[29]Bianchi C,Milberg S,Cuneo A. Understanding Travelers'Intentions to Visit a Short Versus Long-haul Emerging Vacation Destination:The Case of Chile[J]. Tourism Management,2017,59(4)∶312-374.
[30]Noh JH. Factors Influencing American's Intentions to Vacation in South Korea[J]. Korean Journal of Tourism Research,2007,22(3)∶163-182.
[31]蔡礼彬,吴楠.旅游网站创意对旅游者行为意向的影响——基于效果层次模式[J].旅游学刊,2017,32(8)∶25-37.
[32]刘力.旅游目的地形象感知与游客旅游意向——基于影视旅游视角的综合研究[J].旅游学刊,2013,28(9)∶61-72.
[33]于鹏,张宏梅.韩国国家形象感知与旅游意向研究——以中国潜在旅游者为例[J].旅游学刊,2016,(12)∶62-75.
[34]孙小龙,林璧属.基于网络文本分析的旅游商业化符号表征研究——以西江苗寨为例[J].旅游学刊,2017,32(12)∶28-36.
[35]Granovetter M S. The Strength of Weak Ties[J]. American Journal of Sociology,1973,78(6)∶1360-1380.
[36]冯娇,姚忠.基于强弱关系理论的社会化商务购买意愿影响因素研究[J].管理评论,2015,(12)∶99-109.
[37]Ronald S Burt. Structural Holes:The Social Structure of Competition[M]. Harvard University Press,Cambridge,MA,1992.
[38]Brashears ME,Quintane E. Weakness of Tie Strength[J]. Social Networks,2016,55(1)∶104-115.
[39]Bansal HS,Voyer PA. Word-of-mouth Processes Within a Services Purchase Decision Context[J]. Journal of Service Research,2000,3(2)∶166-177.
[40]李欢.微信朋友圈旅游照片对旅游意向的影响研究[D].广州:华南理工大学硕士学位论文,2017.
[41]Erving Goffman. Frame Analysis:An Essay on the Organization of Experience[M]. New York:Harper&Row,1974.
[42]Liang T P,Ho Y T,Li Y W,et al. What Drives Social Commerce:The Role of Social Support and Relationship Quality[J]. International Journal of Electronic Commerce,2011,16(2)∶69-90.
[43]Stanko MA,Bonner JM,Calantone RJ. Building Commitment in Buyer-seller Relationships:A Tie Strength Perspective[J]. Industrial Marketing Management,2007,36(8)∶1094-1103.
[44]Anderson J C,Gerbing D W. Structural Equation Modeling in Practice:A Review and Recommended Two-step Approach[J]. Psychological Bulletin,1988,103(3)∶411-423.
[45]House J. English as a Lingua Franca:A Threat to Multilingualism?[J]. Journal of Socio Linguistics,2003,7(4)∶556-578.
[46]吴明隆.结构方程模型∶AMOS的操作与应用[M].重庆:重庆大学出版社,2009.
[47]Hung K,Petrick J F. Developing a Measurement Scale for Constraints to Cruising[J]. Annals of Tourism Research,2010,37(1)∶206-228.
[48]Fornell C,Larcker F. Evaluating Structural Equation Models with Unobservable Variables and Measurement Error[J]. Journal of Marketing Research,1981,18(1)∶39-50.
[49]邱浩政.结构方程模型的原理与应用[M].北京:中国轻工业出版社,2009.
[50]温忠麟,侯杰泰,张雷.调节效应与中介效应的比较和应用[J].心理学报,2005,37(2)∶268-274.
[51]沈雪瑞,李天元,臧德霞.旅游目的地品牌象征性意义对到访意向的影响研究[J].旅游学刊,2016,31(8)∶102-113.
[52]Carrera P,Chiu CY,Pratipwattanawong P,et al. My Space,My Friends,My Customers[J]. Information and Communication Technologies in Tourism,2008,(1)∶94-105.
[53]Douglas Karen M,Robbie M. Effects of Communication Goals and Expectancies on Language Abstraction[J]. Journal of Personality and Social Psychology,2003,84(4)∶682-696.
[54]Moore S G. Some Things Are Better Left Unsaid:How Word of Mouth Influences the Speaker[J]. Journal of Consumer Research. 2012,38(6)∶1140-1154.