信息接触对目的地形象评价的影响及代际差异:以桂林市为例  

Influence of information contact on the evaluation of destination image and intergenerational differences:taking Guilin City as an example

作　　者：于海波[1] 张子萱 刘映雪 苏育菡 YU Haibo;ZHANG Zixuan;LIU Yingxue;SU Yuhan(College of Tourism and Service Management,Nankai University,Tianjin 300381;Antai College of Economics and Management,Shanghai Jiao Tong University,Shanghai 200030)

机构地区：[1]南开大学旅游与服务学院,天津300350 [2]上海交通大学安泰经济与管理学院,上海200030

出　　处：《首都师范大学学报（自然科学版）》2023年第1期35-42,共8页Journal of Capital Normal University：Natural Science Edition

基　　金：天津市社会科学规划项目(TJGL19-006);天津市科协决策咨询课题(TJSKXJCZX2021-50);中央高校基本科研业务费专项资金资助项目(63202703)。

摘　　要：信息接触是当代人最重要的日常行为之一。本研究检验信息强度、接触渠道和接触方式对目的地(桂林)形象评价的影响。研究表明:(1)网络渠道的被动信息接触强度正向影响目的地形象评价,有代际差异;(2)传统渠道的被动信息接触强度负向影响目的地形象评价,有代际差异;(3)网络渠道与传统渠道的主动信息接触强度都正向影响目的地形象评价,无代际差异;(4)实地经历接触强度负向影响目的地形象评价,有代际差异。根据主动信息接触方式的正向评价影响作用,本研究提出开展目的地相关知识问答赛事、创建目的地趣味话题和开展目的地信息解谜等目的地创新营销建议,促进潜在旅游者的目的地信息主动接触。Information exposure is one of the most important daily behaviors for contemporary people.This study examines the influence of information contact strength,channel and mode on the effect of information contact(Guilin destination image evaluation). The research finds that:(1)the intensity of passive information exposure through network channels positively affects destination image evaluation with intergenerational differences.(2)The intensity of passive information exposure through traditional channels negatively affects destination image evaluation with intergenerational differences.(3) The intensity of active information exposure through both network channels and traditional channels has a positive influence on the evaluation of destination image,with no intergenerational difference.(4)The intensity of on-the-spot experience has a negative influence on the evaluation of destination image,and there is a generational difference. Based on the positive evaluation of the impact of active information exposure methods found in the study,suggestions for innovative destination marketing such as conducting destination-related knowledge quiz tournaments,creating destination fun topics,and conducting destination information puzzle solving are proposed,which could promote proactive destination information exposure to potential visitors.

关 键 词：信息接触 信息接触方式 目的地形象 代际差异 

分 类 号：K901.2[历史地理—人文地理学] C939[经济管理—管理学]