亲密悖论:为何对亲近关系的人分享更不真实的旅游体验  

The intimacy paradox:why the travelers share less authentic travel experience with those with close relationships

作　　者：孙洪杰 徐可欣 冯文婷 SUN Hongjie;XU Kexin;FENG Wenting(International Business School,Hainan University,Haikou 570228,China)

机构地区：[1]海南大学国际商学院,海南海口570228

出　　处：《海南大学学报(人文社会科学版)》2025年第2期214-222,共9页Journal of Hainan University (Humanities & Social Sciences)

基　　金：国家自然科学基金项目(72062013,72372040);海南省自然科学基金高层次人才项目(622RC625)。

摘　　要：在社交媒体上,更亲近的人所分享的内容是否更值得信赖?尽管前期研究认为人们对亲近者所分享的信息更信任,本研究却提供了不同的见解。本研究揭示了人际亲密度对旅游分享美化的影响,研究发现,相对于在线评论平台,游客更倾向于在社交媒体分享美化旅游体验;相对于陌生人,游客对亲密度高的人(朋友或同事)所分享的旅游体验反而更不真实,美化程度更高,这是因为游客想要维护自我形象。研究还发现景点知名度调节了人际亲密度对分享美化的影响,随着景点知名度的提高,亲密度对分享美化的影响会被强化。本研究对社交媒体的口碑营销理论发展和旅游企业精细化的口碑营销策略做出了贡献。In social media,are the contents shared by those with close relationships more trustworthy?While previous research has highlighted that people show greater trust in information shared by the intimates,this study offers a distinct perspective to reveal the influence of interpersonal intimacy on the embellished sharing of travel experiences.The findings show that tourists are more inclined to beautify their travel experiences on social media than on online review platforms.Travel experience shared with those with greater interpersonal closeness(friends or colleagues)tends to be less authentic and more embellished,compared to that shared with strangers,because tourists desire to maintain their self-images.Moreover,the prominence of tourist attractions plays a moderating role in the impact of interpersonal intimacy on the embellished sharing.As the popularity of tourist attractions increases,the impact of interpersonal intimacy on the embellished sharing will be amplified.This study contributes to the development of word-of-mouth marketing theories on social media and the refined word-of-mouth marketing strategies for the tourist enterprises.

关 键 词：社交媒体 人际亲密度 分享美化 旅游 

分 类 号：F590[经济管理—旅游管理]