基于信任的旅游目的地口碑推荐机制研究
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摘要
旅游口碑推荐是旅游者在目的地完成一项旅游活动后对旅游产品以及目的地做出的综合性评价,并向他人进行推荐的过程,这里主要是指正面口碑的传播。口碑推荐有利于降低信息不对称条件下的旅游购买感知风险,是旅游者购买决策的重要依据。那么,究竟哪些因素影响旅游者进行口碑推荐?这些因素又是通过什么样的机制对口碑推荐产生作用?为此,文章以S-O-R理论为基础,实证分析了旅游者感知价值、功能一致性和旅游者目的地信任对口碑推荐意愿的影响效应,同时检验了意见领袖在其中是否起着调节作用。研究结果显示,感知价值对旅游者目的地信任和旅游口碑推荐意愿有着显著的正向影响;功能一致性对旅游者目的地信任的正向影响显著,而对旅游者口碑推荐意愿的正向影响不显著;旅游者目的地信任正向显著影响旅游者的口碑推荐意愿;在多群组结构方程模型分析中发现意见领袖的调节作用并不显著。该研究结果丰富和完善了口碑推荐意愿的理论,为目的地管理者实施有效的营销和管理提供了参考。
Tourism has become a way of life.The number of people who travel or plan to travel is on the rise and their options for travel are increasing.Many tourists use word-of-mouth recommendations for information collection and decision-making.Word-of-mouth tourism recommendations are a comprehensive evaluation of tourism products and the process of spreading tourism information to others after experiencing the tourism activities at the destination.These recommendations include positive and negative word-of-mouth recommendations.In this study,we refer to the spread of positive word-of-mouth recommendations.The spread of both positive and negative word-of-mouth has an influential effect on tourists' decision-making.In particular,positive word-of-mouth is known to play an important role in tourists' decision-making behavior;i.e.,it is helpful in reducing tourists' risk perceptions,which form in an asymmetric information context.It is usually used by marketing department managers in the tourism industry to attract tourists to the destination.Considering the importance of word-of-mouth recommendations,what drives tourists to spread positive word-of-mouth and what is their preferred mechanism? In other words,what are the factors that influence tourists to spread positive things about the tourism destination and what are the relationships between the variables that affect the spread of word-of-mouth recommendations? To resolve these questions,this study establishes a conceptual model based on the stimulus-organism-response(S-O-R) paradigm,which is tested using an empirical method.The main purpose of this paper is to explore the factors that influence the willingness of tourists to spread word-of-mouth recommendations and the relationships between these factors.Mainly from the perspective of experience,this paper uses a questionnaire method based on the S-O-R paradigm to analyze the effects of tourists' perceived value,functional congruity,and destination trust on word-of-mouth recommendation intentions.The moderating role of opinion leaders was also tested.To test the hypotheses,a structural equation model was used to analyze the data in AMOS 21.0.The results showed that the perceived value of the respondents had a significantly positive impact on destination trust in word-of-mouth recommendations and the intention to recommend.Functional congruity had a positive impact on tourists' destination trust,while the positive impact of functional congruity on word-of-mouth recommendations was not significant.Destination trust had a significant impact on the willingness of tourists to spread word-of-mouth recommendations.A multigroup analysis found that the moderating role of opinion leaders was not significant.The results of this study have important theoretical and practical implications for the sustainable development of tourism destinations.That is,the most important theoretical implication is that the results enrich and perfect the theory of word-of-mouth intentions.As for their practical implications,the results provide suggestions for the appropriate tourism marketing departments at tourism destinations to produce an effective marketing plan.Generally speaking,the tourism industry should collaborate in marketing management practice to uniformly present the destination publicly.The tourism industry should also consider the tourists' core interests and create a good atmosphere at the tourism destination to build its reputation and enhance tourists' willingness to spread word-of-mouth tourism recommendations.
Tourism has become a way of life.The number of people who travel or plan to travel is on the rise and their options for travel are increasing.Many tourists use word-of-mouth recommendations for information collection and decision-making.Word-of-mouth tourism recommendations are a comprehensive evaluation of tourism products and the process of spreading tourism information to others after experiencing the tourism activities at the destination.These recommendations include positive and negative word-of-mouth recommendations.In this study,we refer to the spread of positive word-of-mouth recommendations.The spread of both positive and negative word-of-mouth has an influential effect on tourists' decision-making.In particular,positive word-of-mouth is known to play an important role in tourists' decision-making behavior;i.e.,it is helpful in reducing tourists' risk perceptions,which form in an asymmetric information context.It is usually used by marketing department managers in the tourism industry to attract tourists to the destination.Considering the importance of word-of-mouth recommendations,what drives tourists to spread positive word-of-mouth and what is their preferred mechanism? In other words,what are the factors that influence tourists to spread positive things about the tourism destination and what are the relationships between the variables that affect the spread of word-of-mouth recommendations? To resolve these questions,this study establishes a conceptual model based on the stimulus-organism-response(S-O-R) paradigm,which is tested using an empirical method.The main purpose of this paper is to explore the factors that influence the willingness of tourists to spread word-of-mouth recommendations and the relationships between these factors.Mainly from the perspective of experience,this paper uses a questionnaire method based on the S-O-R paradigm to analyze the effects of tourists' perceived value,functional congruity,and destination trust on word-of-mouth recommendation intentions.The moderating role of opinion leaders was also tested.To test the hypotheses,a structural equation model was used to analyze the data in AMOS 21.0.The results showed that the perceived value of the respondents had a significantly positive impact on destination trust in word-of-mouth recommendations and the intention to recommend.Functional congruity had a positive impact on tourists' destination trust,while the positive impact of functional congruity on word-of-mouth recommendations was not significant.Destination trust had a significant impact on the willingness of tourists to spread word-of-mouth recommendations.A multigroup analysis found that the moderating role of opinion leaders was not significant.The results of this study have important theoretical and practical implications for the sustainable development of tourism destinations.That is,the most important theoretical implication is that the results enrich and perfect the theory of word-of-mouth intentions.As for their practical implications,the results provide suggestions for the appropriate tourism marketing departments at tourism destinations to produce an effective marketing plan.Generally speaking,the tourism industry should collaborate in marketing management practice to uniformly present the destination publicly.The tourism industry should also consider the tourists' core interests and create a good atmosphere at the tourism destination to build its reputation and enhance tourists' willingness to spread word-of-mouth tourism recommendations.
引文
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[13]Jiang Lin,Zhang Bo,Chen Ruzhen.The influence of perceived risk on the willingness of word of mouth[J].Commercial Research,2013,430(2):74-80.[江林,张博,陈贞汝.感知风险对口碑推荐意愿的影响[J].商业研究,2013,430(2):74-80.]
[14]Tian Ye,Lu Dong,Chang Pochien.The role of identity salience in the mechanism of tourism destination image affecting on word-of-mouth-the explanation based on the cognitive-affective dual perspective[J].Commercial Research,2015,461(9):162-170.[田野,卢东,张博坚.认同显著性在游客对目的地形象口碑传播机制中的作用--基于认知-情感双重视角的解释[J].商业研究,2015,461(9):162-170.]
[15]Wen Fei,Sha Zhenquan.How to build ewom of online store:Mediation of trust and moderation of gender[J].Management Review,2011,23(11):41-48.[温飞,沙振权.网络商店的在线口?碑传播:信任的中介及性别的调节作用[J].管理评论,2011,23(11):41-48.]
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[18]Fang Yaxian,Li Zhenkun.Research progress and prospect of tourism destination trust[J].Special Zone Economy,2015,(7):146-147.[方雅贤,李振坤.旅游目的地信任研究进展及未来展望[J].特区经济,2015,(7):146-147.]
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