短视频审美知觉对潜在旅游者旅游意愿的影响  

On the Effect of Short Video Aesthetic Perception on Potential Tourists'Travel Intentions

作　　者：郭峦[1] 徐子阳 GUO Luan;XU Zi-yang(Guangxi University,Nanning,Guangxi,530004,China)

机构地区：[1]广西大学,广西南宁530004

出　　处：《武汉商学院学报》2024年第5期5-11,共7页Journal of Wuhan Business University

基　　金：国家社会科学基金项目《数字化创新驱动民族地区旅游业高质量发展的路径与支持体系研究》(项目编号:21BJY193)。

摘　　要：研究探讨了短视频审美知觉对潜在旅游者旅游意愿的影响。通过分析短视频的视觉和听觉元素,研究发现短视频的审美知觉是激发潜在旅游者旅游意愿的重要因素。基于SOR理论,研究揭示了短视频审美知觉通过认知反应和情感反应对旅游意愿的中介作用。认知反应使潜在旅游者在观看短视频后,通过信息处理和评价,形成对旅游目的地的期望和判断,进而推动旅游意愿的产生。而情感反应则通过引发正面情绪,如愉悦感,进一步促进旅游意愿的形成。此外,研究还发现感知一致性在认知反应与旅游意愿之间起负向调节作用,即高感知一致性可能会限制潜在旅游者的自由想象,反而抑制其旅游意愿。因此,旅游企业和目的地管理者应注重短视频内容的美学质量,通过优化短视频的视觉和听觉效果,激发潜在旅游者的审美知觉,从而提升其旅游意愿。研究不仅丰富了短视频与旅游意愿关系的理论视角,也为视频创作者和旅游营销实践提供了一定的指导。The study explores the impact of aesthetic perception of short videos on travel intentions of potential tourists.By analyzing the visual and auditory elements of short videos,the study reveals that the aesthetic perception of short videos plays a crucial role in stimulating potential tourists'travel intentions.Drawing on the SOR theory,the study highlights the mediating effect of short video aesthetic perception on travel intention through cognitive and affective responses.Through information processing and evaluation,cognitive responses enable potential tourists to form expectations and judgments about a tourist destination after watching a short video,thus motivating them to travel;and emotional responses further promote the formation of travel intentions by eliciting positive emotions like pleasure.Furthermore,the study finds that perceptual consistency negatively regulates the relationship between cognitive response and travel intention,that is,high perceptual consistency may limit potential tourists'free imagination and inhibit their travel intentions.Therefore,tourism enterprises and destination managers should focus on the aesthetic quality of short video content,and stimulate the aesthetic perception of potential tourists by optimizing the visual and auditory effects of short videos,thereby enhancing their travel intentions.Not only does the study enrich the theoretical understanding of the relationship between short videos and travel intention,but it also provides practical guidance for video creators and tourism marketing practices.

关 键 词：短视频 审美知觉 旅游意愿 

分 类 号：G206[文化科学—传播学] F713.55[经济管理—市场营销] F592[经济管理—产业经济]