用户生成内容对旅游意向的影响机制研究  

Research on the Impact Mechanism of User GeneratedContent on Tourism Intention

作　　者：王慧敏 Wang Huimin(Jiangsu Vocational College of Finance and Economics,Huai'an 223003,China)

机构地区：[1]江苏财经职业技术学院,江苏淮安223003

出　　处：《无锡商业职业技术学院学报》2025年第1期71-78,共8页Journal of Wuxi Vocational Institute of Commerce

基　　金：江苏财经职业技术学院校级科研项目“新媒体时代用户生成内容对旅游营销的影响研究”(2022XJY04)。

摘　　要：旅游信息的不对称性使社交媒体用户生成内容成为重要的信息源。借鉴精细加工可能性模型的核心路径与边缘路径,将潜在旅游消费者通过信息处理产生旅游意向的过程分为理性决策路径与感性决策路径。通过问卷调查获取数据,对理论模型进行实证检验。结果表明,社交媒体用户生成内容质量对潜在旅游消费者的出游意向具有显著影响;用户生成内容质量对旅游意向的影响既通过消费者的理性决策发挥直接作用,又通过自我一致性和信任的中介作用形成感性决策路径;自我一致性不仅对旅游意向具有直接影响,还通过信任间接影响旅游意向的生成。建议目的地经营管理方重视用户生成内容激励及管理,鼓励旅游者价值共创;挖掘目的地象征价值,打造目的地个性品牌;通过提供情绪价值抢占注意力资源。The asymmetry of tourism information makes user generated content on social media an important information source.Based on the core path and edge path of the Elaboration Likelihood Model(ELM),the process of potential tourism consumers'travel intention generated through information processing is interpreted as rational decision-making path and emotional decision-making path.This paper conducts questionnaires to obtain data and empirically test the theoretical model.The research results indicate that the quality of content generated by social media users has a significant impact on the travel intention of potential tourism consumers.The impact of user generated content quality on travel intention is not only directly influenced by consumers'rational decision-making,but also through the mediating effect of self consistency and trust,forming an emotional decision-making path.Self consistency not only has a direct impact on travel intention,but also indirectly affects the generation of travel intention through trust.It is suggested that destination management should attach importance to the incentive and management of user generated content and encourage tourists to create value together,dig into the symbolic value of the destination,create a personalized brand for the destination,seize attention resources by providing emotional value.

关 键 词：社交媒体 用户生成内容 自我一致性 信任 旅游意向 

分 类 号：F592[经济管理—旅游管理]