短视频内容特征对旅游目的地形象及游客行为意愿的影响研究--基于积极情绪理论  

Impact of short video content on the image of tourism destinations and tourists′behavioural intentions:based on positive emotion theory

作　　者：王维胜[1] 周泱宏 唐承财[2] WANG Weisheng;ZHOU Yanghong;TANG Chengcai(Department of History and Tourism Management,Changzhi University,Changzhi 046000;School of Tourism Sciences,Beijing International Studies University,Beijing 100024,China)

机构地区：[1]长治学院历史与旅游管理系,山西长治046000 [2]北京第二外国语学院旅游科学学院,北京100024

出　　处：《地理与地理信息科学》2025年第2期135-144,共10页Geography and Geo-Information Science

基　　金：北京市哲学社会科学规划基金一般项目(22GLB036)。

摘　　要：短视频是数字文旅时代旅游目的地营销推广的有效工具,该文基于积极情绪理论,以山西省陵川县王莽岭网红景区为例,构建短视频内容特征与旅游目的地形象感知及游客行为意愿关系的研究假设和结构方程模型,并通过503份有效问卷数据对研究模型和理论假设进行检验。结果表明:①短视频文案和出镜人直接显著影响游客行为意愿,短视频场景和背景音乐的直接影响不显著;②短视频内容特征(文案、场景、出镜人和背景音乐)对旅游目的地形象建构具有显著影响,旅游目的地形象能激发游客出游意愿并在短视频内容特征和游客行为意愿之间起中介作用;③短视频内容特征(文案、场景、出镜人和背景音乐)对游客的积极情绪有显著影响,积极情绪在短视频内容特征与游客行为意愿之间起中介作用,能进一步激发游客的行为意愿;④积极情绪和旅游目的地形象在短视频内容特征和游客行为意愿之间起链式中介作用。研究结果从短视频视角丰富了旅游目的地建设与营销研究内容,可为网红旅游目的地营销提供理论参考和实践指导。Short video is an effective tool for tourism destination marketing promotion in the era of digital cultural tourism.Based on the positive emotion theory,this paper takes Wangmangling,an Internet-famous scenic spot in Lingchuan County of Shanxi Province as an example,constructs the research hypothesis and structural equation model of the relationship between short video content characteristics and tourism destination image and tourists′behavioural intentions.503 valid questionnaire data are used to test the research model and theoretical hypotheses.The results are shown as follows.①Short video copywriting and presenters can directly and significantly affect tourists′behavioural intentions,while short video scenes and background music can not directly and significantly affect tourists′behavioural intentions.②The contents of short videos(copywriting,scene,presenters and background music)have a significant impact on the construction of tourism destination image.Tourism destination image can stimulate tourists′willingness to travel,and plays an intermediary role between short video contents and tourists′behavioural intentions.③The contents of short videos have a significant impact on tourists′positive emotions.Tourists′positive emotions can further stimulate tourists′behavioural intentions,and play an intermediary role between short video contents and tourists′behavioural intentions.④Tourists′positive emotions and tourist destination image play a chain mediating role between short video contents and tourists′behavioural intentions.This paper enriches the research content of tourism destination construction and marketing from the perspective of short video,expected to provide theoretical reference and practical guidance for the marketing of Internet-famous tourist destinations.

关 键 词：旅游目的地形象 网红旅游目的地 短视频营销 游客行为意愿 数字文旅 积极情绪理论 

分 类 号：F592[经济管理—旅游管理]