目的地社交媒体内容营销影响游客出游意愿的机制研究  

Research on the Mechanism of Destination Social Media Content Marketing Affecting Tourists'Travel Intention

作　　者：王晶 杜素华 吴雨 WANG Jing;DU Suhua;WU Yu(College of Tourism,Hunan Normal University,Changsha,Hunan,China 410081)

机构地区：[1]湖南师范大学旅游学院,湖南长沙410081

出　　处：《昆明学院学报》2024年第4期82-90,共9页Journal of Kunming University

基　　金：湖南省社会科学基金一般项目“数字化赋能会展业高质量发展的机制与优化路径研究”(23YBA061)。

摘　　要：随着数字化时代的到来,社交媒体内容营销在提升旅游目的地吸引力方面具有重要作用。文章基于叙事传输、唤醒、支配、距离欲望及出游意愿等变量,探究了目的地社交媒体内容营销影响游客出游意愿的机制。通过利用结构方程模型对300份有效问卷进行数据分析,结果表明:叙事传输对游客出游意愿具有正向作用;唤醒和支配在叙事传输与游客出游意愿之间具有中介作用;距离欲望会调节支配对游客出游意愿的影响。文章为研究游客出游意愿的影响机制提供了新的视角,研究结果对目的地社交媒体内容营销的相关研究和实践具有参考意义。With the advent of the digital era,social media content marketing plays an important role in improving the attractiveness of tourism destinations.This article explores the impact mechanism of destination social media content marketing on tourists'travel intention based on variables including narrative transportation,arousal,dominance,distance desire,and travel intention.By analyzing 300 valid questionnaires using structural equation modeling,the results indicate that narrative transportation has a positive effect on tourists'travel intention,arousal and dominance mediate between narrative transportation and tourists'travel intention,and distance desire moderates the influence of dominance on tourists'travel intention.This article provides a new perspective for studying the impact mechanism of travel intention,and the research results have reference significance for relevant research and practice about destination social media content marketing.

关 键 词：社交媒体内容营销 叙事传输 愉悦-唤醒-支配框架 距离欲望 出游意愿 

分 类 号：F590.8[经济管理—旅游管理]