仁山智水?山水旅游目的地叙事广告的性别匹配效应  

The Benevolent Likes the Mountain,the Wise Enjoys the Water?The Gender Matching Effect in Narrative Advertising of Mountain and Water Tourist Destinations

作　　者：杨征 何梦瑶[1] 张烛婷 王文辉 YANG Zheng;HE Mengyao;ZHANG Zhuting;WANG Wenhui(School of Tourism,Nanchang University,Nanchang 330031,China;Tourism Research Institute,Nanchang University,Nanchang 330031,China)

机构地区：[1]南昌大学旅游学院,江西南昌330031 [2]南昌大学旅游研究院,江西南昌330031

出　　处：《旅游学刊》2025年第2期60-73,共14页Tourism Tribune

基　　金：国家社会科学基金项目“旅游型传统村落景观去地方的生成逻辑与风险防控研究”(24CGL057);江西省高校人文社会科学重点研究基地项目“社会责任视角下旅游企业危机管理与应对机制研究”(JD20094)共同资助。

摘　　要：随着旅游目的地间的竞争日益激烈,目的地管理机构越来越注重在营销内容和形式上凸显自身的独特个性。该研究以当下热门的旅游营销方式——叙事广告为场景,通过3项实验,探索了山水旅游目的地类型(山地vs.水体)如何与广告叙事者性别(男vs.女)进行匹配来增强广告的说服效果,并检验了叙事者-目的地一致性对这一影响的中介作用,以及游客思维模式对其的调节作用。研究发现,山地(水体)型目的地与男性(女性)叙事者匹配带来更好的说服效果;叙事者-目的地一致性在这一影响中充当中介作用;当游客的整体型(分析型)思维启动时,目的地叙事者性别匹配对广告说服效果的影响效应会出现(消失)。该研究是山水旅游目的地情境下目的地叙事者性别匹配对叙事广告说服效果的影响效应和机制的初步探索,相关研究结果可为山水及其他类型旅游目的地营销提供理论参考和实践启示。Since ancient times,there has been a longstanding look at personality characteristics of mountain and water landscapes,particularly in regard to their gender temperament.However,in the tourism context,existing tourism marketing research and practice have usually bundled these types of destinations together,ignoring the unique personal characteristics of mountain and water tourist destinations,especially the differences in gender characteristics between the two.With the increasingly fierce competition among tourist destinations,destination marketing organizations are placing greater emphasis on showcasing their distinctive personalities in marketing content and forms.Under these circumstances,the role that the gender temperament of the mountain and water tourist destinations could play in shaping the image of the destinations and further enhancing their competitiveness is a topic worthy of academic and industry attention.In this case,this paper differentiates mountain tourist destinations and water tourist destinations.Specifically,through three experimental studies,it explores how the matching of type of the tourist destination(mountain vs.water)and gender of the advertising narrator(male vs.female)impacts advertising persuasive effect in the scenario of the popular tourism marketing method of narrative advertising.It also examines the mediating effect of narrator-destination consistency and the moderating effect of tourists'thinking mode on this influence.The findings indicate that matching mountainous tourist destinations with male advertising narrators leads to better persuasion effects,while matching water tourist destinations with female advertising narrators leads to better persuasion effects;when mountain(water)tourist destinations is matched with male(female)narrators,the degree of narrator-destination consistency is higher,which can more effectively improve the advertising persuasion effect;when tourists'holistic(analytical)thinking is activated,the gender matching effect in narrative advertising of moun

关 键 词：山水旅游目的地 叙事广告 性别匹配 思维模式 广告说服效果 

分 类 号：F59[经济管理—旅游管理]