文旅短视频产出特征对游客旅游意愿的影响--基于四川省宜宾市的实证研究  

Research on the Impact of the Output Characteristics of Culture and Tourism Short Videos on Tourists’Travel Intentions--An Empirical Study Based on Yibin,Sichuan

作　　者：郝彬雅 李文红[1] 李娟 李子爱 Hao Binya;Li Wenhong;Li Juan;Li Ziai(Yibin University,Yibin,Sichuan 644000)

机构地区：[1]宜宾学院,四川宜宾644000

出　　处：《中国商论》2025年第5期68-73,共6页China Journal of Commerce

基　　金：宜宾学院2024优秀校外实践教育基地建设项目;宜宾学院国家级大学生创新创业训练计划项目“发展宜宾市‘合江门+红嘴鸥’配套观赏经济”(202310641038)。

摘　　要：基于S-O-R理论,本文将文旅短视频产出特征设定为外部刺激(S),下设内容特征、形式特征和传播特征三个维度;感知价值设定为机体反应(O),下设信息价值、情感价值、娱乐价值、启发价值和信赖价值五个维度;旅游意愿设定为个体反应(R)。本文建立结构方程模型进行实证分析,研究发现:在宜宾文旅的短视频宣传中,产出特征基本显著正向影响用户感知价值;用户感知价值和短视频形式特征、传播特征显著正向影响游客旅游意愿;用户感知价值在短视频产出特征和游客旅游意愿中起到中介作用。基于此,本文从实践层面提出四条适应性发展建议,以期为宜宾借助短视频平台赋能文旅融合高质量发展提供具体操作路径。Based on the S-O-R theory,the output characteristics of culture and tourism short videos are set as external stimuli(S),with three dimensions including content characteristics,form characteristics,and dissemination characteristics.Perceived value is set as the organism response(O),with five dimensions including information value,emotional value,entertainment value,heuristic value,and trust value.Travel intention is set as the individual response(R).Through the establishment of a structural equation model for empirical analysis,the study found:In the short-video promotion of Yibin’s culture and tourism,the output characteristics basically significantly and positively affect users’perceived value;users’perceived value and the form characteristics and dissemination characteristics of short videos significantly and positively affect tourists’travel intentions;users’perceived value plays an intermediary role between the output characteristics of short videos and tourists’travel intentions.Based on the research conclusions,four adaptive development suggestions are put forward from a practical level,providing specific operational paths for Yibin to empower the high-quality development of culture and tourism integration with the help of short-video platforms.

关 键 词：宜宾文旅 文旅短视频 S-O-R理论 旅游意愿 感知价值 

分 类 号：F592.7[经济管理—旅游管理] F127[经济管理—产业经济]