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作 者:李彬彬[1] 龙飞 Li Binhin;Long Fei
机构地区:[1]天津商业大学宝德学院,天津300384 [2]中国社会科学院财经战略研究院,北京100004
出 处:《复印报刊资料(旅游管理)》2022年第1期74-84,共11页TOURISM MANAGEMENT
基 金:国家自然科学基金(41801139)。
摘 要:基于叙事传输理论,运用PLS-SEM方法,以歌手赵雷的流行歌曲《成都》为例,实证研究流行歌曲对“千禧一代”旅游目的地选择倾向影响效应的发生机理。研究表明:流行歌曲叙事传输中听众在认知上实现的目的地觉醒、目的地想象、情感喜爱均显著正向影响其对歌中所提及旅游目的地的选择倾向。研究丰富了叙事传输理论和目的地营销理论,可以为旅游目的地内容营销中音乐元素的应用提供参考。This paper used narrative transportation theory to explore tourist impact mechanism of popular music on tourism destinations for the Millennials who were born between 1982-2000 and whose consumption decisions are more irrational and more influenced by interests and opinion leaders than others.Firstly,this study reviewed the literature about the relationship between music and tourism,narrative transportation theory and the impact of music on tourism destination choice.Then,a theoretical model was built based on the narrative transportation theory.In order to verify the constructed theoretical model,the paper designed a scale to measure variables based on literature.After that a total of 223 valid questionnaires were collected from December,2019.In order to examine the impact of popular music on listeners'travel destination choice,this study used partial least squares structural equation modeling(PLS-SEM)which has been proved a good prediction efficiency.The findings include:First,through music transportation and enjoyment,popular songs could positively awaken listeners'destination awareness mentioned in the song by geting listeners*cognitive attention.That is,popular songs could make more people to know the place,and the place more popular.The destination awareness effect could enlighten the tourist destination marketing administration paying more attention to the marketing power of music;Second,pop songs could transport listeners using stories and details to form the image of tourist destinations through their emotional imagery.Therefore,the creation of popular songs should not only depict the tourism resource attributes of the tourist destination,but also be regional,and integrated into the local humanity stories,memories or feelings in vivid details which will stimulate listeners imagination about the place.Third,the audiences emotional resonance and affect on the song positively influences their choice tendency of the destinations mentioned in the song.Therefore,popular music created for tourist destinations s
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