面面俱到还是欲说还休?旅游直播信息丰富度对旅游消费者实地旅游意愿的影响机制研究  

Give Mature Consideration to All Aspects of a Question or Say Less Than You Need?A Study on the Influence Mechanism of Tourism Live Streaming Information Richness on Tourism Consumers'On-site Travel Intention

作　　者：王雨晨 焦育琛 周文丽 WANG Yuchen;JIAO Yuchen;ZHOU Wenli(College of International Tourism and Public Administration,Hainan University,Haikou 570228,China;School of Management,Jinan University,Guangzhou 510632,China;School of Business Administration,Lanzhou University of Finance and Economics,Lanzhou 730020,China)

机构地区：[1]海南大学国际旅游与公共管理学院,海南海口570228 [2]暨南大学管理学院,广东广州510632 [3]兰州财经大学工商管理学院,甘肃兰州730020

出　　处：《旅游科学》2024年第6期96-118,共23页Tourism Science

基　　金：国家社会科学基金西部项目“西北民族旅游村寨巩固脱贫攻坚成果与乡村振兴有效衔接的现状调查研究”(22XMZ044);海南省研究生创新科研课题“海南自贸港建设背景下:旅游直播信息丰富性对旅游产品即时购买意愿的双刃剑效应——基于错失恐惧视角”(Qhys2023-203);海南省高等学校教育教学改革研究一般项目“‘人工智能+教育’生态系统建设与智慧型人才培养模式的创新”(Hnjg2023-29);海南大学教育教学研究课题“‘人工智能+教育’生态系统建设与智慧型人才培养模式的创新”(hdjy2318)。

摘　　要：旅游直播自兴起以来,越来越重视内容输出,希望通过传递丰富而又全面的信息来吸引旅游消费者。然而,过于全面的旅游信息反而会降低旅游目的地的可探索性,对旅游消费者的实地旅游意愿带来负面作用。鉴于此,文章基于媒介丰富性理论,采用混合方法,通过17份质性访谈数据(研究一)和520份问卷数据(研究二),分析了旅游直播信息丰富度对旅游消费者实地旅游意愿的影响机制。结果表明:(1)旅游直播在时间特征、传播渠道、交互特征及个性化信息提供方面表现出比其他社交媒体更强的信息丰富度;(2)旅游直播信息丰富度能够正向影响旅游消费者实地旅游意愿与感知全面性;(3)感知全面性与旅游消费者实地旅游意愿间呈倒U型曲线关系,且在旅游直播信息丰富度与实地旅游意愿之间发挥瞬时中介作用;(4)目的地兴趣调节了上述倒U型曲线关系,目的地兴趣越强,曲线越趋于平缓。研究结果拓展了旅游直播影响旅游消费者实地出游意愿的探索视角,同时为旅游直播内容营销实践提供了参考。Since the rise of tourism live streaming,more and more attention has been paid to the output of content,hoping to attract tourism consumers by delivering rich and comprehensive information.However,overly comprehensive tourism information can also reduce the explorability of the tourism destination and may have a negative impact on the on-site travel intention of tourism consumers.In view of this,based on the theory of media richness,this paper employed a mix-method approach and analyzed the influence mechanism of tourism live streaming information richness on tourism consumers'on-site travel intention through the data from 17 qualitative interviews(Study 1)and 520 questionnaires(Study 2).The results show that:(1)Tourism live streaming shows stronger information richness in terms of temporal characteristics,communication channels,interaction characteristics,and personalized information provision compared to other social media.(2)Tourism live streaming information richness is able to positively affect tourism consumers'on-site travel intention and perceived comprehensiveness.(3)There is an inverted U-shaped curve relationship between perceived comprehensiveness and tourism consumers'on-site travel intention,and it plays an instantaneous mediating role between tourism live streaming information richness and tourism consumers'on-site travel intention.(4)Destination interest positively regulates the above inverted U-shaped relationship.The stronger the destination interest,the flatter the curve.The research results expand the exploring perspective of tourism live streaming affecting tourism consumers'travel decisions,and provide a reference for the content marketing practice of tourism live streaming.

关 键 词：旅游直播 信息丰富度 感知全面性 目的地兴趣 实地旅游意愿 曲线关系 

分 类 号：F590.8[经济管理—旅游管理]