旅行真人秀受众涉入对出境旅游意向影响研究——一个有中介的调节模型  

On the Influence of Travel Reality TV Audience Involvement on Outbound Travel Intentions:a Moderated Model with Mediation

作　　者：龙春凤 白佳飞 柴寿升[2] LONG Chun-feng;BAI Jia-fei;CHAI Shou-sheng(School of Business Administration,Chongqing Technology and Business University,Chongqing 400067,China;Management College,Ocean University of China,Qingdao 266100,Shandong,China)

机构地区：[1]重庆工商大学工商管理学院,重庆400067 [2]中国海洋大学管理学院,山东青岛266100

出　　处：《重庆工商大学学报（社会科学版）》2023年第4期127-141,共15页Journal of Chongqing Technology and Business University：Social Science Edition

基　　金：教育部人文社科青年项目(20YJC790091)“居民目的地品牌大使行为:结构维度、形成机理与旅游者响应机制”;重庆市社会科学规划项目(2019BS079)“居民目的地品牌大使行为的形成机制与培育策略研究”;国家社科基金一般项目(20BGL160)“社会公平视阈下我国景区-社区冲突演化机理与治理模式研究”;重庆市教委人文社科研究项目(21SKGH109)“热点旅游城市居民夜间休闲参与、制约因素及干预机制研究”。

摘　　要：近年来,旅行真人秀的热播引发了出境旅游热。为厘清这一作用机制,从受众涉入视角,运用结构方程模型,以目的地形象感知为中介变量、文化距离为调节变量,探究受众涉入对出境旅游意向的影响机制。结果表明:(1)受众涉入与出境旅游意向呈正相关;(2)受众涉入对目的地形象感知具有正向显著影响,目的地形象感知对出境旅游意向具有正向显著影响,目的地形象感知在受众涉入对出境旅游意向的影响中起中介作用;(3)文化距离负向调节了受众涉入对出境旅游意向的影响,且这一调节效应以目的地形象感知为中介变量。基于上述结果,目的地营销组织要精心设计节目内容,提高受众涉入度,强化目的地形象塑造与推广,突出文化相似性,激发受众到访目的地的意向。In recent years,the popularity of reality travel shows has triggered outbound travel fever.In order to clarify the mechanism of this effect,a structural equation model was used to investigate the influence of audience involvement on outbound tourism intention from the perspective of audience involvement,using destination image perception as the mediating variable and cultural distance as the moderating variable.The results showed that:(1)audience involvement was positively related to outbound tourism intention;(2)audience involvement had a positive and significant effect on destination image perception,and destination image perception had a positive and significant effect on outbound tourism intention,and destination image perception mediated the effect of audience involvement on outbound tourism intention;(3)cultural distance negatively moderated the effect of audience involvement on outbound tourism intention,and this moderating effect is mediated by the perception of the destination image.Based on the above results,destination marketing organizations should carefully design the content of the program to improve audience involvement,reinforce destination image shaping and promotion,and highlight cultural similarities to stimulate the intention of the audience to visit the destination.

关 键 词：受众涉入 目的地形象 出境旅游意向 文化距离 旅行真人秀 

分 类 号：F590[经济管理—旅游管理]