热播剧能刺激观众的出游意愿吗?——基于《我的阿勒泰》的实证分析  

Can the Hit Drama Stimulate the Audience’s Willingness to Travel?An Empirical Analysis Based on My Altay

作　　者：王辉 王春燕[1] WANG Hui;WANG Chunyan(College of Economics and Management,Tarim University,Alar 843300,Xinjiang,China)

机构地区：[1]塔里木大学经济与管理学院,新疆阿拉尔市843300

出　　处：《科技和产业》2025年第5期199-204,共6页Science Technology and Industry

基　　金：教育部人文社会科学研究规划项目(22XJJA850003)。

摘　　要：当下“一部剧带火一座城”的故事不断上演,在影视与文旅的深度融合中,热播剧是否会刺激观众的出游意愿呢?根据SOR(刺激-机体-反应)理论构建热播剧对观众出游意愿影响研究模型,运用结构方程进行实证分析。结果表明:热播剧内容质量、节目评价、移情体验以及节目意义感对观众出游意愿均具有正向显著影响;观众节目评价、移情体验和节目意义感在热播剧内容质量与出游意愿之间存在部分平行中介效应。据此为旅游目的地提升以热播剧为代表的新媒体营销提出建议。At present,the story of‘a drama with a fire and a city’is constantly staged.In the deep integration of film and television and cultural tourism,will the popular drama stimulate the audience’s willingness to travel?According to the SOR(stimulus-organism-response)theory,the research model of the influence of the hit drama on the audience’s willingness to travel was constructed,and the empirical research was carried out by using the structural equation structure.The results show that the content quality of the hit drama,program evaluation,empathy experience and sense of meaning of the program have a positive and significant impact on the audience’s willingness to travel.Audience program evaluation,empathy experience and program sense of meaning have a partial parallel mediating effect between the content quality of the hit drama and the willingness to travel.Based on this,suggestions for tourism destinations are proposed to enhance new media marketing represented by hot dramas.

关 键 词：热播剧 SOR(刺激-机体-反应)理论 出游意愿 

分 类 号：F592.7[经济管理—旅游管理] F592.99[经济管理—产业经济]