基于图形与语言风格匹配的景区环保标识牌说服效果研究  

The Research on Persuasion Effect of Environmental Protection Signs in Scenic Spots Based on the Matching between Graphic Types and Language Style

作　　者：杜法成[1,2] 李文勇 廖治学[1] DU Facheng;LI Wenyong;LIAO Zhixue(School of Business Administration,Southwestern University of Finance and Economics,Chengdu 611130,Sichuan, China;Everest Research Institute,Tibet Universitv,Lhasa 850000,Xizang,China;School of Tourism and Culture,Tibet vocational & Technical College,Lhasa 850000, Xizang, China)

机构地区：[1]西南财经大学工商管理学院,四川成都611130 [2]西藏职业技术学院旅游与文化学院,西藏拉萨850000 [3]西藏大学珠峰研究院,西藏拉萨850000

出　　处：《旅游研究》2019年第1期42-54,共13页Tourism Research

基　　金：2017西藏自治区高校人文社会科学研究项目"社会主要矛盾变化背景下西藏旅游产业供给侧改革分析"(SK2017-11)

摘　　要：文明旅游是景区可持续发展的重要保障。如何有效设置环保标识牌,更好地引导旅游者行为,是景区管理的重要内容。从信息加工视角,依托说服理论与双重编码理论,对景区环保标识牌的图形类型与语言风格的匹配进行分析,探索其对说服效果的影响。研究发现,景区环保标识牌图形类型与语言风格的匹配度,对说服效果具有显著影响,图形类型与语言风格的匹配度越高,对旅游者的说服效果越好。此外,旅游者环境友好意识、旅游场景是否有他人在场,均能正向调节标识牌图形类型、语言风格匹配度与说服效果之间的关系。Civilized tourism is an important guarantee for the sustainable development of scenic spots. It is an important part of scenic management to effectively arrange environmental protection signs so as to guide tourists behaviors better.From the perspective of information processing, based on the theory of persuasion and dual coding theory, this paper analyzes the matching of graphic type and language style of environmental protection signs in scenic spots. The paper explores its influence on persuasion effect.By analyzing two between-group experiments, the study got the following findings: Firstly, the matching degree of the graphic type and the language style on the sign has significant effect on the persuasion.The higher the matching degree is, the better the effect of persuasion will be Secondly, the environmental friendly consciousness and the presence of others on the spot can positively adjust the relationship between the matching degree and the persuasion effect.

关 键 词：景区标识牌 说服效果 图形类型 语言风格 匹配度 

分 类 号：F59[经济管理—旅游管理]