社交媒体中乡村旅游信息质量对其旅游地意愿的影响机理研究  

Effects of rural tourism information quality in social media on tourists’travel intention

作　　者：孔冰娴 时笑 杨锋[1,2] Kong Bingxian;Shi Xiao;Yang Feng(School of Management,University of Science and Technology of China,Hefei 230026,China;International Institute of Finance,University of Science and Technology of China,Hefei 230601,China;School of Management and Engineering,Capital University of Economics and Business.Beijing 100070,China)

机构地区：[1]中国科学技术大学管理学院,安徽合肥230026 [2]中国科学技术大学国际金融研究院,安徽合肥230601 [3]首都经济贸易大学管理工程学院,北京100070

出　　处：《中国科学技术大学学报》2021年第7期542-561,共20页JUSTC

基　　金：Financial support from the National Natural Science Foundation of China (71991464 /71991460,71631006 and 71921001)。

摘　　要：在当今旅游业竞争日益激烈的时代,社交媒体是人们获取信息的主要方式.乡村旅游作为中国旅游业的一个重要分支,对经济和文化有着重要意义.鉴于乡村旅游是旅游业发展的重要部分且当前乡村旅游相关的研究尚且不足,提出以下两个研究问题:第一,社交媒体上乡村旅游信息的何种质量会影响旅游者对目的地形象的感知.第二,旅游者对目的地形象的感知是否会影响旅游者的乡村旅游意愿.在以往文献的基础上,我们选取了信息质量、目的地形象和旅游意向的相关概念和题项组成问卷,对人们的旅游行为进行调查.共有177名受访者完成了调查,结果证明,社交媒体中乡村旅游的信息质量、目的地形象和旅游意向之间具有显著正相关关系.实证分析结果表明,旅游目的地形象的信息性、信息增值性、信息量、信息易得性和信息来源可信性与旅游目的地形象感知均呈显著正相关,并最终对旅游意向产生显著影响.本研究不仅从理论出发探讨了社交媒体中乡村旅游信息质量对游客旅游意愿的影响,还从实践中为政府和乡村旅游从业者提出通过提升社交媒体中信息质量的方式来吸引更多游客的营销策略.Nowadays,the tourism industry is characterized by ever-increasing competition,and social media is the main way we get information in the information age.As an important branch of tourism,rural tourism industry is of great significance to economy and culture in China.Since rural tourism is an important part of tourism development and the current research on rural tourism is still insufficient,this paper puts forward the following two research questions.First,which quality of rural tourism information in social media will affect tourists’perception of destination image?Second,whether tourists’perception of the destination image will affect tourists’rural tourism intention?Based on the previous literature,we select relevant concepts and items about information quality,the destination image and travel intention to form a questionnaire to investigate people’s travel behavior.A total of 177 respondents completed our survey,and it has been proved that there are significant positive correlations among rural tourism information quality,destination images and travel intention.The results based on empirical analysis indicate that the qualities are positively relating with the perception of the destination image are informativeness,value-added,amount of information,accessibility and source credibility,and have a significant impact on travel intention eventually.This study not only examines the role of rural tourism information quality in social media on tourists’travel intention from the theoretical perspective,but also proposes a marketing strategies for governments and practitioners of rural tourism to attract more tourists by improving the information quality in social media from the practical implications.

关 键 词：乡村旅游 社交媒体 信息质量 目的地形象 旅游意愿 

分 类 号：TU459[建筑科学—岩土工程]