明星微博对大学生旅游意愿的影响--基于公众形象和社会距离的分析  

Influence of Celebrity Micro-blogs on College Students Travel Intention--Based on the Analysis of Public Image and Social Distance

作　　者：易婷婷[1] 唐静 罗雯君 孙佳妮 李倩雅[2] YI Tingting;TANG Jing;LUO Wenjun;SUN Jiani;LI Qianya(South China Normal University,Guangzhou 510631,Guangdong,China)

机构地区：[1]华南师范大学旅游管理学院,广东广州510631 [2]华南师范大学,广东广州510631

出　　处：《四川旅游学院学报》2021年第6期39-43,共5页Journal of Sichuan Tourism University

基　　金：国家自然科学基金项目“社交媒体情境下旅游者情绪分享的动机和作用机制研究”,项目编号:71802086。

摘　　要：新媒体时代下微博成为人们传播信息的重要途径。明星因其受关注程度高,所以发布的旅游微博会对公众的旅游意愿产生影响,而大学生是关注明星动态信息的主要群体之一,因此,该研究以大学生为研究对象,采用实验法研究人物型和景物型两类明星微博在不同公众形象和社会距离情境下对大学生旅游意愿的影响。结果表明:公众形象好时,两类微博对大学生旅游意愿的影响差异不显著;公众形象差时,明星发布的人物型微博导致更低的旅游意愿。明星与大学生社会距离小时,两类微博对大学生旅游意愿的影响差异不明显;明星与大学生社会距离大时,明星发布的人物型微博导致更低的旅游意愿。该研究为探索大学生在明星效应下的旅游决策提供了理论依据,也为旅游地明星微博营销策略的制定提供了支持。In the new media era,micro-blog has become an important way for people to spread information.Being the focus of media attention,celebrities tourism micro-blogs,once released,are likely to have an impact on the public s willingness to travel.The blogs provide college students with an effective way to keep track of their idols.Therefore,this study takes college students as the research object,using experiments to inquire into how two kinds of celebrity micro-blogs,those featuring figures(figure micro-blogs)and those highlighting sceneries(scenery micro-blogs),influence college students travel decisions as changes take place in the celebrities public images and/or the social distance between celebrities and their followers.The results show that when the public image is good,there is no obvious difference in the impact of the two types of micro-blogs on college students travel willingness;when the public image is poor,figure micro-blogs posted by celebrities lead to lower travel willingness compared with scenery micro-blogs.When the social distance between celebrities and college students is small,there seems to be no obvious difference in the impact of the two types of micro-blogs on college students travel willingness;when the social distance between celebrities and college students is great,compared with scenery micro-blog,celebrities personal micro-blogs lead to lower travel willingness.This study provides a theoretical basis for exploring the tourism decision-making of college students under the influence of celebrities,and also provides support for the formulation of marketing strategies of celebrity micro-blogs in tourism destinations.

关 键 词：明星微博 旅游意愿 公众形象 社会距离 

分 类 号：F590[经济管理—旅游管理]