旅游广告目标框架与信息内容对旅游者出游意向的交互影响  

The interactive influence of goal framing and information content of tourism advertisement on tourists’travel intention

作　　者：邓鹏飞 郑鹏 董引引 Deng Pengfei;Zheng Peng;Dong Yinyin(School of Management,Zhengzhou University,Zhengzhou 450001,China;China Central Plain Cultural Tourism High-quality Development Institute,Zhengzhou 450001,China)

机构地区：[1]郑州大学管理学院,郑州450001 [2]中原文化旅游高质量发展研究院,郑州450001

出　　处：《中国生态旅游》2024年第5期1057-1071,共15页Journal of Chinese Ecotourism

基　　金：国家社会科学基金一般项目(21BGL260);国家自然科学基金青年项目(72402216);教育部人文社会科学研究青年基金项目(19YJCZH158)

摘　　要：目的地旅游广告的信息表达方式对旅游者出游决策有着重要影响。而旅游广告的目标框架与信息内容之间的匹配关系是如何影响旅游者出游意向呢?文章基于框架效应理论,通过3个实验探讨目的地旅游广告目标框架(收益框架vs.损失框架)与信息内容(主观信息vs.客观信息)对旅游者出游意向的交互影响、作用机制及边界条件。研究发现:(1)目标框架与信息内容交互影响旅游者出游意向,其中收益框架与客观信息、损失框架与主观信息相匹配可以增强旅游者出游意向;(2)形象感知在其中发挥部分中介作用;(3)旅游者的公正严谨人格显著调节目标框架与信息内容的交互作用,当收益框架与客观信息相匹配时,高公正严谨人格条件下旅游者出游意向更强,当损失框架与主观信息相匹配时,不同水平公正严谨人格对旅游者出游意向的影响无显著差异。研究结论不仅拓展框架效应在旅游营销领域的理论研究,还为目的地如何建构旅游广告目标框架与信息内容以吸引更多旅游者提供实践启示。The way in which information is presented in destination tourism advertisements significantly influences tourists’travel decisions.But how does the interaction between goal framing and information content in tourism advertisements affect tourists’travel intentions?Based on the framing effect theory,this paper explores the interactive influence,underlying mechanisms,and boundary conditions of destination tourism advertisements’goal framing(gain framing vs.loss framing)and information content(subjective information vs.objective information)on tourists’travel intentions through three experiments.The findings reveal that:(1)goal framing and information content have an interactive effect on tourists'travel intentions,where the match between gain framing and objective information,and the match between loss framing and subjective information enhance tourists’travel intentions.(2)Perceived image plays a partial mediating role in the influence of tourism advertising goal framing and information content on tourists’travel intentions.(3)Tourists’conscientiousness significantly moderates the interactive effect of goal framing and information content.Specifically,under the matching condition of gain framing and objective information,tourists with high conscientiousness show stronger travel intentions,while under the matching condition of loss framing and subjective information,there is no significant difference in travel intentions across different levels of conscientiousness.The study not only extends the theoretical research on framing effects in the field of tourism marketing,but also provides practical implications for destination marketers on how to construct goal framing and information content of tourism advertisements to attract more tourists.

关 键 词：旅游广告 目标框架 信息内容 形象感知 公正严谨人格 出游意向 影响机制 

分 类 号：F592[经济管理—旅游管理] F713.8[经济管理—产业经济]