口碑推荐对出游意愿的影响机制研究--以亲子旅游为例  

On WOM Recommendation Influencing Mechanism of Travelling Intention--Taking parent-child tourism as an example

作　　者：徐元诏 杨金华[1,2] 廖波 雷发宇[1] Xu Yuanzhao;Yang Jinhua;Liao Bo;Lei Fayu(College of Geography and Tourism,Hengyang Normal University,Hengyang Hunan 421002,China;School of Geography and Ocean Science,Nanjing University,Nanjing Jiangsu 210023,China)

机构地区：[1]衡阳师范学院地理与旅游学院,湖南衡阳421002 [2]南京大学地理与海洋科学学院,江苏南京210023

出　　处：《衡阳师范学院学报》2022年第6期72-78,共7页Journal of Hengyang Normal University

基　　金：国家自然科学基金面上项目(41971177);湖南省哲学社会科学规划基金项目(20YBA037)。

摘　　要：亲子旅游渐趋常态化,亲子旅游者在选择旅游目的地前,通常会进行口碑信息搜集以降低风险。本文引入“口碑信任”作为中介变量,从发送者专业性、关系强度、口碑偏向性三个维度入手,构建起口碑推荐影响亲子旅游者出游意愿的结构方程模型。通过问卷调查衡阳市居民获取数据,并进行模型检验和数据分析,研究发现:(1)发送者专业性、关系强度和口碑偏向性都正向影响着亲子旅游者的口碑信任,其中发送者专业性的影响作用最弱,口碑偏向性的影响效果最为强烈;(2)亲子旅游者口碑信任在口碑推荐和出游意愿间具有重要的中介作用,其中关系强度和口碑偏向性影响出游意愿的中介路径成立,且影响效应较强。研究证实口碑推荐对亲子旅游者出游意愿具有正向推动效果,为目的地口碑营销的必要性提供了理论依据。In recent years, parent-child travel gradually normalized, and become an important tourism market segment. Before choosing a destination, parent-child tourists usually collect word-of-mouth information to reduce risks. This paper introduces“word-ofmouth trust”as a mediator variable, and starts with the three dimensions of sender’s professionalism, relationship strength and wordof-mouth bias, to construct a structural equation model of word-of-mouth recommendation affecting parent-child tourists’ travel intentions. Through a questionnaire survey of Hengyang city residents to obtain data, and model testing and data analysis, the research finds that:(1) Sender’s professionalism, relationship strength and word-of-mouth bias all positively affect the word-of-mouth trust of parent-child tourists. The effect of the sender’s professionalism is the weakest, and the effect of word-of-mouth bias is the strongest.(2)The word-of-mouth trust of parent-child tourists plays an important mediating role between word-of-mouth recommendation and travel intention. Among them, the relationship between strength and word-of-mouth bias affects the intention to travel through the mediating path, and the effect is strong. The research proves that word-of-mouth recommendation has a positive effect on parent-child tourists’ travel intention, which provides a theoretical basis for the necessity of destination word-of-mouth marketing.

关 键 词：口碑推荐 口碑信任度 口碑影响力 出游意愿 结构方程模型 

分 类 号：F59[经济管理—旅游管理]