社交媒体特征、感知形象与旅游者行为意向的关系——以重庆为例  

The Relationship between Social Media Features,Perceived Image and Tourists’ Behavioral Intentions——A Case Study of Chongqing

作　　者：祁黄雄[1] 莫如聪 徐娟 蒋长春[2] 陈晖莉[3] Qi Huangxiong;Mo Rucong;Xu Juan;Jiang Changchun;Chen Huili(School of Economics and Management,Wuyi University,Jiangmen,Guangdong 529020;School of Management,Putian University,Putian,Fujian 351100;School of Tourism,Fujian Normal University,Fuzhou,Fujian 350117,China)

机构地区：[1]五邑大学经济管理学院,广东江门529020 [2]莆田学院管理学院,福建莆田351100 [3]福建师范大学旅游学院,福建福州350117

出　　处：《西部经济管理论坛》2022年第1期1-8,共8页West Forum on Economy and Management

基　　金：广东省联合培养研究生示范基地项目(粤教研函[2020]1号);广东省本科高校教学质量与教学改革工程建设项目(GDJX2020006);五邑大学研究生教育创新计划项目(YJS-SFJD-20-05);五邑大学本科教学质量与教学改革工程招标项目(JX2020046)。

摘　　要：社交媒体不仅深刻地影响着人们的日常生活,而且也影响着人们对旅游目的地形象的感知及旅游者的行为意向。社交媒体的主要特征包括感知有用性、生动性和互动性三个方面。为探索社交媒体特征对感知形象及旅游者行为意向的影响机理,本文以重庆为例,采用结构方程模型实证检验社交媒体特征与感知形象及旅游者行为意向之间的关系。结果发现:社交媒体的三个特征对旅游者行为意向具有直接正向影响;社交媒体的三个特征通过感知形象间接作用于旅游者行为意向;感知形象显著影响旅游者行为意向。Social media has profoundly affected people’s daily life, as well as people’s perception of the image of tourism destinations and tourists’ behavioral intentions. Perceived usefulness, vividness and interactivity are three main features of social media. In order to explore the mechanism of social media’s influence on perceived image and tourists’ behavioral intentions, taking Chongqing as an example, this paper empirically tests the relationship between social media features, perceived image and tourists’ behavioral intentions by using structural equation model. The results show that: the three features of social media significantly affect tourists’ behavioral intentions;they affect tourists’ behavioral intentions indirectly through perceived image;and perceived image significantly affects tourists’ behavioral intentions.

关 键 词：社交媒体特征 感知形象 旅游者行为意向 

分 类 号：F59[经济管理—旅游管理]