OTA旅游目的地营销广告的识别与认知——来自眼动实验的证据  

Tourist Identification and Cognition of the OTA Print Advertisement:The Evidence from Eye-Tracking Experiments

作　　者：张子昂 黄震方[2] 曹芳东[2] ZHANG Zi-ang;HUANG Zhen-fang;CAO Fang-dong(School of Geography and Planning,Sun Yat-Sen University,Guangzhou 510275;School of Geography,Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]中山大学地理科学与规划学院,广东广州510275 [2]南京师范大学地理科学学院,江苏南京210023

出　　处：《地理与地理信息科学》2020年第5期65-71,79,共8页Geography and Geo-Information Science

基　　金：国家自然科学基金面上项目(41671137,41771154)。

摘　　要：在线旅游的兴起使得在线旅行社(Online Travel Agent,OTA)成为旅游目的地营销的重要媒介,OTA旅游广告则成为新的旅游媒介广告形态。已有旅游目的地广告认知的研究多以问卷调查的方式进行,带有较强的主观性和记忆误差。该文从OTA旅游广告的文字、图片、价格三要素入手,设计眼动实验组,探索不同性别、任务导向下的群体对OTA旅游目的地营销广告的眼动特征差异,剖析OTA旅游广告三要素间的客观眼动规律;进一步借助记忆量表,对比客观心理实验与主观感知测量结果间的交互差异。研究发现:女性对旅游文字、旅游价格要素组合的OTA旅游广告更加关注;任务导向下男性比女性的有效信息搜寻能力更强;旅游图片信息能够增加OTA旅游广告的整体注视效果;以旅游文字、图片要素组合为基础的广告形式记忆程度最高,旅游价格要素的记忆最模糊,可为以低价竞争为主要营销策略的旅游公司提供借鉴。With wide-spreading use of the internet,OTA has already become one of the essential channels for marketing a tourism destination.Nevertheless,tourist perception of OTA print advertisement insofar has not yet been investigated properly,with most studies exclusively employing the method of questionnaire,which appears subjective enough to affect the validity and reliability of the results.By adopting an eye tracking equipment and a method of memory perception scale,this study unpacks how male and female tourists perceive OTA print advertisements variously,especially in terms of texts,pictures and the price information,and evaluates the merits and down-sides of the two types of methods.Based on the discrepancies embedded in the dichotomous sets of results,the differences of the objective psychological experiment and the subjective perception measurement are discussed systematically.It is found as follows.1)The female tourists more concentrate upon price as well as literary information of tourism services.Whereas,males seem to have remarkable information-searching capabilities.2)Tourism picture information can increase the total fixation effect of OTA print advertisements.3)Tourists have the deepest impression on the combination of tourism text and tourism pictures,while the memory of tourism price elements is the most fuzzy,which can provide reference for tourism companies whose main marketing strategy is low price competition.

关 键 词：OTA旅游广告 旅游目的地营销 视觉注意 记忆感知 眼动实验 

分 类 号：F592[经济管理—旅游管理]