短视频社交视角:目的地形象与游客行为意向——以西安市为例
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摘要
将短视频社交媒体与目的地形象、游客行为意向相结合,根据短视频表征内容开发目的地形象测量表,构建变量之间的结构方程模型.结果表明,抖音短视频显著影响旅游者对目的地认知形象、情感形象的感知;游客认知形象感知对情感形象产生显著影响,与情感形象共同影响整体形象感知;旅游者对目的地整体形象感知显著影响旅游者的行为意向;短视频对行为意向影响路径被目的地形象完全中介.将短视频、认知形象、情感形象、整体形象、行为意向等概念相结合,丰富了目的地形象的理论研究,同时可为目的地营销者、目的地管理者提供参考.
This article combines micro video social media with destination image and tourists behavior intention, represents content development destination image measurement scale with short video, and builds structural equation model discovery between variables; Tik Tok will significantly affect tourists' perception of destination image and emotional image; Tourists' cognitive image perception has a significant impact on emotional image, and has common influence on overall image perception with emotional image; The tourists' perception of the overall image of the destination significantly affects the tourists' behavior intention. The influence path of short video on behavior intention is totally interrupted by destination image. The article combines, for the first time, the concepts of short video, cognitive figure, emotional image, overall image, and behavior intention, enriches theoretical research on destination image, and has practical significance on destination marketers and destination managers.
This article combines micro video social media with destination image and tourists behavior intention, represents content development destination image measurement scale with short video, and builds structural equation model discovery between variables; Tik Tok will significantly affect tourists' perception of destination image and emotional image; Tourists' cognitive image perception has a significant impact on emotional image, and has common influence on overall image perception with emotional image; The tourists' perception of the overall image of the destination significantly affects the tourists' behavior intention. The influence path of short video on behavior intention is totally interrupted by destination image. The article combines, for the first time, the concepts of short video, cognitive figure, emotional image, overall image, and behavior intention, enriches theoretical research on destination image, and has practical significance on destination marketers and destination managers.
引文
[1] 经济观察报.抖音首次公开用户数据:腾讯拦截后对用户增长影响不是很大[EB/OL].[2018-06-13].http://baijiahao.baidu.com/s.id=1603142282637930782 & wfr=spider&for=pc.
[2] JACOBSEN J K S,MUNAR A M.Tourist information search and destination choice in a digital age[J].Tourism Management Perspectives,2012,1:39-47.
[3] XIANG Z,GRETZEL U.Role of social media in online travel information search[J].Tourism Management,2010,31(2):179-188.
[4] PAPATHANASSIS A,KNOLLE F.Exploring the adoption and processing of online holiday reviews:A grounded theory approach[J].Tourism Management,2011,32(2):215-224.
[5] WILLIAMS R,VANDER WIELE T,VAN IWAARDEN J,et al.The importance of user-generated content:The case of hotels[J].The TQM Journal,2010,22(2):117-128.
[6] STOECKL R,ROHRMEIER P,HESS T.Motivations to produce user generated content:Differences between webloggers and videobloggers[C]//Proceedings of the 20th Bled Conference.Bled,2007:398-413.
[7] WILSON A,MURPHY H,FIERRO J C.Hospitality and travel :Thenature and implications of user-generated content[J].Cornell Hospitality Quarterly,2012,53(3):220-228.
[8] VOLO S.Bloggers’reported tourist experiences:Their utility as a tourism data source and their effect on prospective tourists[J].Journal of Vacation Marketing,2010,16(4):297-311.
[9] LU W,STEPCHENKOVA S.Ecotourism experiences reported online:Classification of satisfaction attributes[J].Tourism Management,2012,33(3):702-712.
[10] 陈旭辉,苏晓娟,崔丽霞.基于社交媒体关系互动的旅游城市形象负面偏差引导策略——以“青岛天价虾”事件为例[J].旅游学刊,2017,32(7):47-56.
[11] 邓宁,钟栎娜,李宏.基于UGC图片元数据的目的地形象感知——以北京为例[J].旅游学刊,2018,33(1):53-62.
[12] 杨敏,李君轶,杨利.基于旅游数字足迹的城市入境游客时空行为研究——以成都市为例[J].旅游科学,2015,29(3):59-68.
[13] 李萍,陈田,王甫园,等.基于文本挖掘的城市旅游社区形象感知研究——以北京市为例[J].地理研究,2017,36(6):1106-1122.
[14] 郭风华,王琨,张建立,等.成都“五朵金花”乡村旅游地形象认知——基于博客游记文本的分析[J].旅游学刊,2015,30(4):84-94.
[15] 李蕾蕾.旅游点形象定位初探——兼析深圳景点旅游形象[J].旅游学刊,1995(3):29-31.
[16] 李瑞.城市旅游意象及其构成要素分析[J].西北大学学报:自然科学版,2004(4):494-498.
[17] 毛端谦,刘春燕.旅游目的地映象研究述评[J].旅游学刊,2006(8):40-44.
[18] 黎洁,吕镇.论旅游目的地形象与旅游目的地形象战略[J].商业经济与管理,1996(6):62-65.
[19] 郭英之.旅游感知形象研究综述[J].经济地理,2003(2):280-284.
[20] HUNT J D.Image-a factor in tourism[D].Colorado:Colorado State University,1971.
[21] CROMPTON J L.An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.[J].Journal of Travel Research,1979,17(4):18-23.
[22] BALOG L S,MCCLEARY K W.A model of destination image formation.[J].Annals of Tourism Research,1999,26(4):868-897.
[23] BALOGLU S,MCCLEARY K W.U.S.International pleasure travelers’ images of four mediterranean destinations:A Comparison of visitors and nonvisitors:[J].Journal of Travel Research,1999,38(2):144-152.
[24] HOSANY S,EKINCI Y,UYSAL M.Destination image and destination personality:An application of branding theories to tourism places[J].Journal of Business Research,2006,59(5):638-642.
[25] LAWSON F,BOND-BOVY M.Tourism and Recreational Development[M].London:Architectural Press,1977.
[26] SAHIN S,BALOGLU S.Brand personality and destination image of Istanbul[J].Anatolia,2011,22(1):69-88.
[27] WALMSLEY D J,JENKINS J M.Appraisive images of tourist areas:application of personal constructs[J].Australian Geographer,1993,19(2):13-22.
[28] BEERLI A,MART N J D.Tourists’ characteristics and the perceived image of tourist destinations:a quantitative analysis—a case study of Lanzarote,Spain[J].Tourism Management,2004,25(5):623-636.
[29] STERN E,KRAKOVER S.The formation of a composite urban image[J].Geographical Analysis,1993,25(2):130-146.
[30] 江金波,赫瑞娜.基于结构方程模型的城市旅游形象影响路径研究——以西安市为例[J].人文地理,2015,30(3):130-136.
[31] 甘露,卢天玲,王晓辉.国内入藏游客对西藏旅游形象感知的实证研究[J].旅游科学,2013,27(2):73-82.
[32] 李红辉.旅游动机、游客涉入及游后行为意向关系研究[D].西安:陕西师范大学,2015.
[33] 涂红伟,熊琳英,黄逸敏,等.目的地形象对游客行为意愿的影响——基于情绪评价理论[J].旅游学刊,2017,32(2):32-41.
[34] BIGNE J E,SANCHEZ M I,SANCHEZ J.Tourism image,evaluation variables and after purchase behaviour:inter-relationship[J].Tourism Management,2001,22(6):607-616.
[35] BUHALIS D.Marketing the competitive destination of the future[J].Tourism Management,2000,21(1):97-116.
[36] AHMED Z U.The influence of the components of a State’s tourist image on product positioning strategy[J].Tourism Management,1991,12(4):331-340.
[37]RAMKISSOON H,UYSAL M,BROWN K G.Relationship between destination image and behavioral intentions of tourists to consume cultural attractions[J].Journal of Hospitality Marketing & Management,2011,20(5):575-595.
[38] PHILLIPS W,JANG S C.Destination image and visit intention:examining the moderating role of motivation.[J].Tourism Analysis,2007,12(4):319-326.
[39] CHEN C F,TSAI D C.How destination image and evaluative factors affect behavioral intentions?[J].Tourism Management,2007,28(4):1115-1122.
[40] PRAYAG G.Tourists,evaluations of destination image,satisfaction,and future behavioral intentions-the case of Mauritius[J].Journal of Travel & Tourism Marketing,2009,26(8):836-853.
[41] WANG Chunyang,HSU M K.The relationships of destination image,satisfaction,and behavioral intentions:An integrated model[J].Journal of Travel & Tourism Marketing,2010,27(8):829-843.
[42] 张宏梅,陆林,蔡利平,等.旅游目的地形象结构与游客行为意图——基于潜在消费者的本土化验证研究[J].旅游科学,2011,25(1):35-45.
[43] 董慧云.基于社交网络图片元数据分析的旅游目的地形象测量研究[D].北京:北京第二外国语学院,2017.
[44] 肖亮,赵黎明.互联网传播的台湾旅游目的地形象——基于两岸相关网站的内容分析[J].旅游学刊,2009,24(3):75-81.
[45] 吴宝清,吴晋峰,吴玉娟,等.基于网络文本的TDI地域差异研究——以西安的国内旅游形象为例[J].浙江大学学报:理学版,2015,42(4):474-482.
[46] 张珍珍,李君轶.旅游形象研究中问卷调查和网络文本数据的对比——以西安旅游形象感知研究为例[J].旅游科学,2014,28(6):73-81.
[47] TESSITORE T,PANDELAERE M,KERCKHOVE A V.The amazing race to india:prominence in reality television affects destination image and travel intentions.[J].Tourism Management,2014,42(42):3-12.
[48] SPENCER D M.Effectiveness of intra-destination television advertising of tourist attractions and facilities.[J].Journal of Destination Marketing & Management,2013,2(3):155-164.
[49] WOODSIDE A G,DUBELAAR C.A general theory of tourism consumption systems:a conceptual framework and an empirical exploration[J].Journal of Travel Research,2002,41(2):120-132.
[50] 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.
[51] 谢彦君,马天,卫银栋.宣传片、在线评论和游记对目的地形象改变的实证研究——以大学生对台湾旅游形象认知变化为例[J].北京第二外国语学院学报,2014,36(1):77-84.
[52] 刘文婧.真人秀对游客行为意向及旅游目的地形象感知影响研究[D].大连:东北财经大学,2017.
[53] 戚旭然.UGC模式移动短视频社交平台使用动机与使用行为研究[D].广州:暨南大学,2016.
[54] BALOGLU S,BRINBERG D.Affective images of tourism destinations[J].Journal of Travel Research,1997,35(4):11-15.
[55] 郭志刚.社会统计分析方法——SPSS软件应用[M].北京:中国人民大学出版社,1999.
[56] 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.
[57] 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.
[58] BAGOZZI R P,YI Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[59] 侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004:121.
[60] CHEN C F,CHEN F S.Experience quality,perceived value,satisfaction and behavioral intentions for heritage tourists[J].Tourism Management,2010,31(1):29-35.
[2] JACOBSEN J K S,MUNAR A M.Tourist information search and destination choice in a digital age[J].Tourism Management Perspectives,2012,1:39-47.
[3] XIANG Z,GRETZEL U.Role of social media in online travel information search[J].Tourism Management,2010,31(2):179-188.
[4] PAPATHANASSIS A,KNOLLE F.Exploring the adoption and processing of online holiday reviews:A grounded theory approach[J].Tourism Management,2011,32(2):215-224.
[5] WILLIAMS R,VANDER WIELE T,VAN IWAARDEN J,et al.The importance of user-generated content:The case of hotels[J].The TQM Journal,2010,22(2):117-128.
[6] STOECKL R,ROHRMEIER P,HESS T.Motivations to produce user generated content:Differences between webloggers and videobloggers[C]//Proceedings of the 20th Bled Conference.Bled,2007:398-413.
[7] WILSON A,MURPHY H,FIERRO J C.Hospitality and travel :Thenature and implications of user-generated content[J].Cornell Hospitality Quarterly,2012,53(3):220-228.
[8] VOLO S.Bloggers’reported tourist experiences:Their utility as a tourism data source and their effect on prospective tourists[J].Journal of Vacation Marketing,2010,16(4):297-311.
[9] LU W,STEPCHENKOVA S.Ecotourism experiences reported online:Classification of satisfaction attributes[J].Tourism Management,2012,33(3):702-712.
[10] 陈旭辉,苏晓娟,崔丽霞.基于社交媒体关系互动的旅游城市形象负面偏差引导策略——以“青岛天价虾”事件为例[J].旅游学刊,2017,32(7):47-56.
[11] 邓宁,钟栎娜,李宏.基于UGC图片元数据的目的地形象感知——以北京为例[J].旅游学刊,2018,33(1):53-62.
[12] 杨敏,李君轶,杨利.基于旅游数字足迹的城市入境游客时空行为研究——以成都市为例[J].旅游科学,2015,29(3):59-68.
[13] 李萍,陈田,王甫园,等.基于文本挖掘的城市旅游社区形象感知研究——以北京市为例[J].地理研究,2017,36(6):1106-1122.
[14] 郭风华,王琨,张建立,等.成都“五朵金花”乡村旅游地形象认知——基于博客游记文本的分析[J].旅游学刊,2015,30(4):84-94.
[15] 李蕾蕾.旅游点形象定位初探——兼析深圳景点旅游形象[J].旅游学刊,1995(3):29-31.
[16] 李瑞.城市旅游意象及其构成要素分析[J].西北大学学报:自然科学版,2004(4):494-498.
[17] 毛端谦,刘春燕.旅游目的地映象研究述评[J].旅游学刊,2006(8):40-44.
[18] 黎洁,吕镇.论旅游目的地形象与旅游目的地形象战略[J].商业经济与管理,1996(6):62-65.
[19] 郭英之.旅游感知形象研究综述[J].经济地理,2003(2):280-284.
[20] HUNT J D.Image-a factor in tourism[D].Colorado:Colorado State University,1971.
[21] CROMPTON J L.An assessment of the image of Mexico as a vacation destination and the influence of geographical location upon that image.[J].Journal of Travel Research,1979,17(4):18-23.
[22] BALOG L S,MCCLEARY K W.A model of destination image formation.[J].Annals of Tourism Research,1999,26(4):868-897.
[23] BALOGLU S,MCCLEARY K W.U.S.International pleasure travelers’ images of four mediterranean destinations:A Comparison of visitors and nonvisitors:[J].Journal of Travel Research,1999,38(2):144-152.
[24] HOSANY S,EKINCI Y,UYSAL M.Destination image and destination personality:An application of branding theories to tourism places[J].Journal of Business Research,2006,59(5):638-642.
[25] LAWSON F,BOND-BOVY M.Tourism and Recreational Development[M].London:Architectural Press,1977.
[26] SAHIN S,BALOGLU S.Brand personality and destination image of Istanbul[J].Anatolia,2011,22(1):69-88.
[27] WALMSLEY D J,JENKINS J M.Appraisive images of tourist areas:application of personal constructs[J].Australian Geographer,1993,19(2):13-22.
[28] BEERLI A,MART N J D.Tourists’ characteristics and the perceived image of tourist destinations:a quantitative analysis—a case study of Lanzarote,Spain[J].Tourism Management,2004,25(5):623-636.
[29] STERN E,KRAKOVER S.The formation of a composite urban image[J].Geographical Analysis,1993,25(2):130-146.
[30] 江金波,赫瑞娜.基于结构方程模型的城市旅游形象影响路径研究——以西安市为例[J].人文地理,2015,30(3):130-136.
[31] 甘露,卢天玲,王晓辉.国内入藏游客对西藏旅游形象感知的实证研究[J].旅游科学,2013,27(2):73-82.
[32] 李红辉.旅游动机、游客涉入及游后行为意向关系研究[D].西安:陕西师范大学,2015.
[33] 涂红伟,熊琳英,黄逸敏,等.目的地形象对游客行为意愿的影响——基于情绪评价理论[J].旅游学刊,2017,32(2):32-41.
[34] BIGNE J E,SANCHEZ M I,SANCHEZ J.Tourism image,evaluation variables and after purchase behaviour:inter-relationship[J].Tourism Management,2001,22(6):607-616.
[35] BUHALIS D.Marketing the competitive destination of the future[J].Tourism Management,2000,21(1):97-116.
[36] AHMED Z U.The influence of the components of a State’s tourist image on product positioning strategy[J].Tourism Management,1991,12(4):331-340.
[37]RAMKISSOON H,UYSAL M,BROWN K G.Relationship between destination image and behavioral intentions of tourists to consume cultural attractions[J].Journal of Hospitality Marketing & Management,2011,20(5):575-595.
[38] PHILLIPS W,JANG S C.Destination image and visit intention:examining the moderating role of motivation.[J].Tourism Analysis,2007,12(4):319-326.
[39] CHEN C F,TSAI D C.How destination image and evaluative factors affect behavioral intentions?[J].Tourism Management,2007,28(4):1115-1122.
[40] PRAYAG G.Tourists,evaluations of destination image,satisfaction,and future behavioral intentions-the case of Mauritius[J].Journal of Travel & Tourism Marketing,2009,26(8):836-853.
[41] WANG Chunyang,HSU M K.The relationships of destination image,satisfaction,and behavioral intentions:An integrated model[J].Journal of Travel & Tourism Marketing,2010,27(8):829-843.
[42] 张宏梅,陆林,蔡利平,等.旅游目的地形象结构与游客行为意图——基于潜在消费者的本土化验证研究[J].旅游科学,2011,25(1):35-45.
[43] 董慧云.基于社交网络图片元数据分析的旅游目的地形象测量研究[D].北京:北京第二外国语学院,2017.
[44] 肖亮,赵黎明.互联网传播的台湾旅游目的地形象——基于两岸相关网站的内容分析[J].旅游学刊,2009,24(3):75-81.
[45] 吴宝清,吴晋峰,吴玉娟,等.基于网络文本的TDI地域差异研究——以西安的国内旅游形象为例[J].浙江大学学报:理学版,2015,42(4):474-482.
[46] 张珍珍,李君轶.旅游形象研究中问卷调查和网络文本数据的对比——以西安旅游形象感知研究为例[J].旅游科学,2014,28(6):73-81.
[47] TESSITORE T,PANDELAERE M,KERCKHOVE A V.The amazing race to india:prominence in reality television affects destination image and travel intentions.[J].Tourism Management,2014,42(42):3-12.
[48] SPENCER D M.Effectiveness of intra-destination television advertising of tourist attractions and facilities.[J].Journal of Destination Marketing & Management,2013,2(3):155-164.
[49] WOODSIDE A G,DUBELAAR C.A general theory of tourism consumption systems:a conceptual framework and an empirical exploration[J].Journal of Travel Research,2002,41(2):120-132.
[50] 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.
[51] 谢彦君,马天,卫银栋.宣传片、在线评论和游记对目的地形象改变的实证研究——以大学生对台湾旅游形象认知变化为例[J].北京第二外国语学院学报,2014,36(1):77-84.
[52] 刘文婧.真人秀对游客行为意向及旅游目的地形象感知影响研究[D].大连:东北财经大学,2017.
[53] 戚旭然.UGC模式移动短视频社交平台使用动机与使用行为研究[D].广州:暨南大学,2016.
[54] BALOGLU S,BRINBERG D.Affective images of tourism destinations[J].Journal of Travel Research,1997,35(4):11-15.
[55] 郭志刚.社会统计分析方法——SPSS软件应用[M].北京:中国人民大学出版社,1999.
[56] 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.
[57] 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.
[58] BAGOZZI R P,YI Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
[59] 侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2004:121.
[60] CHEN C F,CHEN F S.Experience quality,perceived value,satisfaction and behavioral intentions for heritage tourists[J].Tourism Management,2010,31(1):29-35.