慢直播受众的心理过程及其对出游意愿的影响  

The Psychological Process of Slow Live Streaming Audience and Its Impact on Travel Intention

作　　者：沈宏洁 张高军[2] 周雨函 Shen Hongjie;Zhang Gaojun;Zhou Yuhan(School of Economies&Management,Ankang University,Ankang 725000,China;Shenzhen Tourism College,Jinan University,Shenzhen 518053,China)

机构地区：[1]安康学院经济与管理学院,陕西安康725000 [2]暨南大学深圳旅游学院,广东深圳518053

出　　处：《旅游论坛》2025年第2期58-72,共15页Tourism Forum

基　　金：深圳市哲学社会科学规划课题“深圳打造世界级旅游目的地研究(SZ2023C006)”;陕西省教育厅重点科学研究计划项目“汉水文化赋能安康旅游创新路径研究”(24JZ005)共同资助。

摘　　要：作为一种新的社会现象与旅游营销手段,慢直播的出现正在形成稳定的受众群体。文章关注慢直播这一新生事物,通过访谈收集数据,根据扎根理论,运用Nvivo 12.0软件对访谈资料逐级编码,提炼16个基本范畴,挖掘5个主范畴,并由此构建慢直播受众心理模型,探究慢直播对受众旅游出游意愿的影响程度。研究发现:慢直播契合了当代大众的精神需求,猎奇、单向陪伴、价值满足与地方依恋是影响慢直播受众心理的关键要素。其中,单向陪伴使受众具有较强的权力意识和主观能动性,也是慢直播具有的独特功能。凭借无滤镜、不间断的原生态展示,慢直播成为受众了解旅游目的地的新渠道,旅游慢直播的观看过程对人们的出游意愿具有正向影响。As an emerging social phenomenon and a dynamic tool in tourism marketing,slow live streaming is forming a stable audience community.This study employs interview methodology to examine this nascent form of live streaming.Utilizing the grounded theory methodology,the interview data were coded hierarchically using Nvivo 12.0 software to extract 16 basic categories and identify five core categories.From this,a psychological model for slow live streaming audiences was constructed to explore the extent to which slow live streaming affects audience travel intentions.The research findings reveal that slow live streaming aligns with the spiritual needs of contemporary audiences,with curiosity seeking,one-way companionship,value fulfillment,and place attachment serving as key factors influencing the psychology of slow live streaming audiences.Among these,one way companionship provides the audiences with a strong sense of power and subjective initiative,representing a unique function of slow live streaming.Through unfiltered,uninterrupted,and authentic displays,slow live streaming has emerged as a novel channel for audiences to learn about tourist destinations.The viewing process of tourism-related slow live streaming positively influences individuals’travel intentions.

关 键 词：单向陪伴 慢直播 扎根理论 出游意愿 

分 类 号：F590[经济管理—旅游管理]