明星微博对公众旅游意愿的影响——基于认知和情绪的视角  

The Influence of Celebrity Micro-blogs on Tourists’ Willing:Based on Cognitive and Emotional Perspectives

作　　者：易婷婷 孙静怡 孙佳妮 罗雯君 YI Tingting;SUN Jingyi;SUN Jiani;LUO Wenjun(School of Tourism Mana gement,South China Normal University,Guangzhou 510006,Guangdong,China;Department of Tourism Management,Yantai Vocational College of Culture and Tourism,Yantai 264003,Shangdong,China)

机构地区：[1]华南师范大学旅游管理学院,广东广州510006 [2]烟台文化旅游职业学院旅游管理系,山东烟台264003

出　　处：《旅游研究》2023年第1期28-42,共15页Tourism Research

摘　　要：以明星旅游微博为研究对象,从认知和情绪的视角对微博类型、感知价值、愉悦情绪、信息卷入度、旅游意愿之间的关系进行实证分析。结果显示:相较于正式微博,非正式微博对感知价值、愉悦情绪和旅游意愿的影响更大;感知价值和愉悦情绪显著正向影响旅游意愿,且两者在“微博对旅游意愿的影响”过程中均起着中介作用;感知价值和愉悦情绪之间存在显著的交互效应,且两者呈正相关关系;信息卷入度在“微博对愉悦情绪的影响”过程中存在调节作用。This paper takes the tourist micro-blogs of celebrities as the research object and from the cognitive and emotional perspectives, this paper empirically analyzes the relationship between the types of micro-blog, perceived value, pleasure emotion, information involvement and tourist willing. The results show that, firstly, perceived value, pleasant emotion and tourist willingness caused by browsing informal micro-blogs are higher than those caused by browsing formal micro-blogs. Secondly, perceived value and pleasant emotion significantly positively affect tourist willingness. Thirdly, perceived value and pleasant emotion both act as intermediaries in the process of “the influence of micro-blog’s types on tourist willing”, and there is a significant positive interaction between the two intervening variables.Fourthly, information involvement has a moderating effect in the process of “the influence of micro-blog types on pleasant emotion”.

关 键 词：旅游微博 旅游意愿 感知价值 愉悦情绪 信息卷入度 

分 类 号：F59[经济管理—旅游管理]