文旅场景直播中意义迁移促进产品销售的作用机制研究——以东方甄选山西行的农产品销售为例  

Study on the Role Mechanism of Meaning Transfer to Promote Product Sales in Cultural and Tourism Scene Live Streaming:A Case Study of the Sale of Agricultural Products on the Choice of New Oriental Shanxi Tour

作　　者：刘改芳[1,2] 王涛 LIU Gaifang;WANG Tao(School of History and Culture,Shanxi University,Taiyuan 030006,China;Shanxi Tourism Big Data Joint Laboratory,Taiyuan 030006,China)

机构地区：[1]山西大学历史文化学院,山西太原030006 [2]山西省旅游大数据联合实验室,山西太原030006

出　　处：《旅游科学》2025年第1期49-68,共20页Tourism Science

基　　金：山西省文化和旅游厅项目“山西省2023年旅游统计课题研究”(01020223080079)。

摘　　要：旅游直播逐渐成为旅游及相关商品重要的销售手段之一。文章以意义迁移模型为理论视角,研究了东方甄选山西行直播过程中消费者购买农产品的意愿机制。研究发现:遗产地年代价值和传统文化意义会通过直播的互动过程转移到地方农特产品,从而激发消费者购买欲望。具体来说,遗产地文旅场景直播过程中的娱乐氛围和主播名人光环,强化了消费者和直播的类社会互动过程,增强了受众的遗产认同和虚拟依恋,通过意义转移,遗产真实性及由此产生的认同情感转移至对农产品原生态和真实质朴特质的认可,从而正向影响消费者购买意愿。文章在旅游电商直播基础上提出了文旅场景直播的概念,并对文旅场景直播促进农产品消费的内在机制进行了实证分析,研究假设均得到了实证数据的支持。本研究有助于进一步深化旅游直播的理论研究,并一定程度上对文旅场景直播促进旅游产品销售和强化溢出效应提供实践指导。Tourism live streaming has gradually become one of the important sales means for tourism and related commodities.Using the meaning transfer model as a theoretical perspective,the article explores the mechanism of consumers’willingness to purchase agricultural products during the live streaming of the Choice of New Oriental Shanxi Tour.It is found that the chronological value and traditional cultural significance of heritage sites will be transferred to local agricultural products through the interactive process of live streaming,thus stimulating the desire to purchase.Specifically,the entertainment atmosphere and celebrity aura of the anchor in the live broadcast of the cultural tourism of the heritage site strengthens the social interaction process between the consumer and the live stream,enhances the audience’s heritage identity and virtual attachment.Through the transfer of significance,the authenticity of heritage and the resulting feelings of identity are transferred to the recognition of the originality and authenticity of the products,thus positively influencing the consumer’s willingness to purchase.The article proposes the concept of culture and tourism scene live streaming on the basis of tourism e-commerce live streaming,and empirically analyzes the intrinsic mechanism of tourism live streaming to promote the consumption of agricultural products,and the research hypotheses are all supported by empirical data.This study helps to further deepen the theoretical study of tourism live broadcasting,and to a certain extent,provides practical guidance on the culture and tourism scene live streaming to promote the sales of tourism products and strengthen the spillover effect.

关 键 词：文旅场景直播 意义迁移模型 购买意愿 遗产认同 

分 类 号：G206.3[文化科学—传播学]