旅游宣传片的说服效应——基于危机情境的纵向跟踪实验研究  

Persuasion Effect of Tourism Promotional Videos--A Study of Longitudinal Tracking Experiment Based on Crisis Scenarios

作　　者：陈劼绮 张海洲 陆林 张宏梅 徐雨晨 CHEN Jieqi;ZHANG Haizhou;LU Lin;ZHANG Hongmei;XU Yuchen(School of Geography and Tourism,Anhui Normal University,Wuhu 241000,China;School of Tourism,Shanghai Normal University,Shanghai 200000,China;School of Tourism,Sun Yat-sen University,Guangzhou 519082,China)

机构地区：[1]安徽师范大学地理与旅游学院,安徽芜湖241000 [2]上海师范大学旅游学院,上海200000 [3]中山大学旅游学院,广东珠海519082

出　　处：《旅游学刊》2020年第4期64-75,共12页Tourism Tribune

基　　金：国家自然科学基金重点项目“旅游引导城市群乡土-生态空间演化的过程、格局和机制”(41930644)资助。

摘　　要：旅游宣传片是旅游目的地危机管理的重要营销工具,目前关于旅游宣传片说服效应的纵向跟踪研究缺乏。文章基于巴厘岛阿贡火山连续爆发事件,采用情境实验法探究不同类型旅游宣传片对潜在市场群体的说服效应。研究发现:全景综述型旅游宣传片的短期说服效应更好,危机主题导向型旅游宣传片的长期说服效应更好。在短期说服效应上,全景综述型旅游宣传片正向显著影响认知形象中的自然环境、娱乐活动、宗教氛围、旅游基础设施、感知安全、情感形象和行为意愿;危机主题导向型旅游宣传片正向显著影响认知形象中的宗教氛围、感知安全、情感形象和行为意愿。在长期说服效应上,危机主题导向型旅游宣传片正向显著影响认知形象中的宗教氛围、感知安全和行为意愿;全景综述型旅游宣传片正向显著影响认知形象中的宗教氛围和感知安全。文章为进一步了解旅游宣传片说服效应的时间效度提供了理论依据,也为危机情境中旅游目的地营销组织在旅游宣传片的营销与建设上提供了实践指导。Tourism promotional video is an important marketing tool for crisis management of tourism destinations.With the improvement of information technology,destination marketing organizations are increasingly favoring the selection of tourism promotional videos for tourism crisis marketing.The existing literature on the persuasion effect of tourism promotional videos mostly explores the shortterm persuasion effect from the influencing factors and internal mechanisms.When the special scenario occurs again,it is still unclear whether the original persuasion effect is reduced or enhanced.The longitudinal tracking research on the persuasion effect of tourism promotional videos is lacking.Located in the southeastern part of the Indonesian archipelago,Bali is a world-class island resort.The highest peak of the island,the Agung volcano,violently erupted twice in November 2017 and June2018,causing Chinese tourists’retention and the international airport being closed,providing scientific experimental materials for this study.Based on the continuous eruption of the Agung volcano in Bali,this paper used the longitudinal tracking experiment method to explore the persuasive effect of different types of tourism promotional videos on the same potential market groups.After pre-testing,the experiment selected crisis-oriented tourism promotional video and panoramic comprehensive tourism promotional video as experimental stimulation materials.Experiment I was conducted on December 28,2017,and the eruption of the Agung volcano in Bali on November 21,2017 was selected as a crisis scenario.This paper measured the cognitive image,emotional image and behavior intention of the participants before and after watching different types of tourism promotional videos to test the short-term persuasion effect of tourism promotional videos.Experiment II was conducted on July 4,2018,and the recurrence of the Agung volcano in Bali on June 27,2018 was selected as a crisis scenario.This paper measured the cognitive image,emotional image and behavior inten

关 键 词：旅游宣传片 说服效应 危机情境 纵向跟踪实验 

分 类 号：F59[经济管理—旅游管理]