旅游虚拟社区成员感知价值对旅游意愿的影响路径研究  

Research on the Influence of Perceived Value of Tourism Virtual Community Members on Travel Intention

作　　者：张晗宇 ZHANG Han-yu(Gansu University of Political Science and Law,Lanzhou 730070,China)

机构地区：[1]甘肃政法大学商学院,甘肃兰州730070

出　　处：《黑龙江生态工程职业学院学报》2024年第3期42-48,160,共8页Journal of Heilongjiang Vocational Institute of Ecological Engineering

摘　　要：旅游视频能够影响潜在旅游者的旅游意向,以旅游视频类关键意见领袖(KOL)为核心的旅游虚拟社区对社区成员旅游意愿的影响尚不明确。基于感知价值和社区认同,以“感知—态度—行为”为研究逻辑线索,构建了感知旅游视频价值和旅游意向关联检验模型。运用结构方程模型检验发现:感知情感价值与情感认同和地方认同均正相关;感知质量价值与情感认同和地方认同均正相关;情感认同和地方认同与旅游意向均正相关;情感认同和地方认同的中介效应均成立。研究结论对视频平台管理、旅游目的地宣传、关键意见领袖的能力提升和消费者旅游意向的确定具有一定参考作用。Tourism video can affect the travel intention of potential tourists.The effect of tourism virtual community with key opinion leader(KOL)as the core on the travel intention of community members is still unclear.Based on perceived value and community identity,construct a correlation test model between perceived tourism video value and tourism intention with the logic of“perception-attitude-behavior”.The structural equation model is used to test and find that perceived affective value is positively correlated with affective identity and place identity.The perceived quality value is positively correlated with emotional identity and place identity.Both emotional identity and place identity are positively correlated with travel intention.The mediating effects of emotional identity and place identity are both valid.The research conclusion has a certain reference role in the management of video platform,tourism destination publicity,the ability improvement of key opinion leaders and the determination of consumers’travel intention.

关 键 词：感知价值 旅游虚拟社区 社区认同 关键意见领袖 旅游意向 

分 类 号：F592[经济管理—旅游管理]