智能导游服务如何影响游客与智能导游品牌的关系--基于沉浸体验视角  

How Smart Guide Services Affect the Relationship between Tourists and Smart Guide Brands--Based on the Perspective of Immersive Experience

作　　者：黎冬梅 崔裕 LI Dong-mei;CUI Yu(School of Tourism Management,South China Normal University,Guangzhou 510631,Guangdong;Treasures of Arts and Crafts Museum of Guangdong Province,Guangzhou 510600,Guangdong)

机构地区：[1]华南师范大学旅游管理学院,广东广州510631 [2]广东省工艺美术珍品馆,广东广州510600

出　　处：《江苏商论》2022年第1期30-35,共6页Jiangsu Commercial Forum

基　　金：国家自然科学基金项目《人工智能对顾客价值共创的影响机制研究:基于技术、人、文化三位一体的视角》(71902064)

摘　　要：本文基于沉浸理论,探讨智能导游服务对品牌关系的影响机制,检验沉浸体验在智能导游服务特性与品牌关系中的中介作用。本文邀请使用过智能导游服务的游客参与问卷调查,实证研究结果发现:(1)智能导游的心理意象特性对游客的沉浸体验有正向的影响作用;(2)智能导游的心理意象特性对认知、情感、行为意向等层面的品牌关系均有正向影响;(3)沉浸体验在心理意象和品牌关系中起中介作用。研究结论对于智能导游品牌关系构建的理论探索和管理实践具有重要意义和作用。Based on the theory of immersion,this article explores the influence mechanism of smart tour guide service on brand relationship,and examines the mediating role of immersion experience in the relationship between smart tour guide service characteristics and brand relationship.This article invites visitors who have used smart tour guide services to participate in a questionnaire survey.The empirical research results found that:(1)the mental image characteristics of smart guides have a positive effect on the immersive experience of tourists;(2)the mental image characteristics of smart guides have a positive effect on the recognition Brand relationships at the levels of knowledge,emotion,and behavioral intentions all have a positive impact;(3)Immersion experience plays a mediating role in psychological imagery and brand relationships.The research conclusion has important significance and effect for the theoretical exploration and management practice of the construction of smart tour guide brand relationship.

关 键 词：智能导游 沉浸体验 品牌关系 心理意象 

分 类 号：F59[经济管理—旅游管理]