名人代言旅游目的地影响机制研究——基于认同理论视角  

Study on the Influential Mechanism of Celebrity Endorsing Tourist Destination——An Application of Identification Theory

作　　者：刘力[1] 

机构地区：[1]合肥学院,安徽合肥230601

出　　处：《技术经济与管理研究》2016年第10期16-20,共5页Journal of Technical Economics & Management

基　　金：安徽省高校人文社科研究重点项目(SK2014A359);安徽省2014年高校优秀青年人才支持计划项目;安徽省旅游局旅游业青年专家培养计划项目(AHLYZJ201407);合肥学院院级学科带头人培养对象项目(2014dtr11)

摘　　要：文章基于认同理论,采用准实验设计研究方法,通过结构方程模型分析检验了名人认同的中介效应,研究发现:名人感知形象对旅游者名人认同有显著的正向影响;名人认同对旅游者目的地态度和旅游意向有显著的正向影响;名人感知形象对旅游者目的地态度既有显著的直接影响,又通过名人认同对其产生显著的间接影响;名人感知形象对旅游者旅游意向的直接影响不显著,但通过目的地态度和名人认同两条路径对其产生显著的间接影响。本研究为深入理解名人代言有效性提供了一个新的研究视角,拓展了名人代言的研究领域和范围,有助于澄清名人代言影响消费者态度和行为的内在机制,促进名人代言理论发展。Based on the Identification Theory, this study proposed and tested an integrative model of celebrities＇ endorsement by examining the mediating effect of the identification on celebrity endorsing effectiveness. There are four results of SEM analysis ： first is that perceived image of celebrity endorser has significantly positive impact on tourists＇ identification with that endorser; second is that tourists＇ identification with celebrity endorser has significantly positive impacts on both tourists＇ attitude toward and intention to visit the destination endorsed by that celebrity; third is that perceived image of celebrity endorser has both significant direct influence and indirect influence through celebrity identification on tourists＇ attitude toward the endorsed destination; fourth is that while the direct influence of perceived celebrity image on tourisms intention to visit the endorsed destination is not significant, the indirect influences through tourists＇ attitude toward destination and celebrity identification are significant.

关 键 词：认同理论 名人感知形象 名人认同 目的地态度 旅游意向 

分 类 号：F592[经济管理—旅游管理]