后危机时期目的地旅游沟通对旅游者消费意愿的影响——以疫情后武汉市旅游业的恢复为例  

The influence of destination tourism communication on tourists′consumption intention in the post-crisis period:a case study of tourism recovery in Wuhan city after the COVID-19 pandemic

作　　者：于立新[1] 许越 YU Lixin;XU Yue(School of Management,Xi′an University of Science and Technology,Xi′an 710054,Shaanxi,China)

机构地区：[1]西安科技大学管理学院,陕西西安710054

出　　处：《陕西师范大学学报（自然科学版）》2021年第6期21-29,共9页Journal of Shaanxi Normal University：Natural Science Edition

基　　金：国家社会科学基金西部项目(16XGL008);文化和旅游部专业研究生重点研究扶持项目(WLRCY2019-044)。

摘　　要：良好的旅游沟通是提升旅游者消费意愿的重要策略之一,尤其是后危机时期在危机原发地,目的地旅游沟通有利于消除旅游者决策中的诸多不确定因素,进一步消减“恐惧”和释放旅游消费潜力。基于334份问卷调查数据,采用结构方程模型分析了目的地旅游沟通对消费者意愿的影响机制,结果表明:(1)良好的目的地旅游沟通能够降低旅游者决策的不确定性,并显著提高旅游消费意愿;(2)不确定性降低正向影响旅游消费意愿,并在目的地沟通与旅游消费意愿之间具有部分中介作用;(3)收入预期对目的地沟通与旅游消费意愿的关系具有正向调节作用。Effective tourism communication is one of the best strategies to stimulate tourists′consumption intentions especially in the post-crisis period.Destination tourism communication can eliminate many uncertain factors in tourists′decision-making and further reduce the"fear"and release the consumption potential of tourists.Based on 334 questionnaires,structural equation model was used to analyze the influencing mechanism of destination tourism communication on consumption intention.The results show that:(1)Effective destination communication can not only reduce uncertainties of tourism decision-making but also significantly improve tourists′consumption intention.(2)The reduction of uncertainties has a significant positive impact on tourists′consumption intention and plays a partial intermediary role between destination tourism communication and consumption intention.(3)Income expectation has a positive regulating effect on destination tourism communication and consumption intention.

关 键 词：后危机时期 目的地旅游沟通 不确定性 旅游意愿 

分 类 号：F590.8[经济管理—旅游管理]