文化遗产旅游目的地网红个性——量表开发与实证检验  

Internet Celebrity Personality of Cultural Heritage Tourism Destination:Scale Development and Empirical Validation

作　　者：盛方清 张子昂[2] 殷红卫 Sheng Fangqing;Zhang Ziang;Yin Hongwei(School of Economic Management,Nanjing Vocational University of Industry Technology,Nanjing 210023,China;School of Geography,Nanjing Normal University,Nanjing 210023,China)

机构地区：[1]南京工业职业技术大学经济管理学院,江苏南京210023 [2]南京师范大学地理科学学院,江苏南京210023

出　　处：《南京师大学报(自然科学版)》2025年第2期19-26,共8页Journal of Nanjing Normal University(Natural Science Edition)

基　　金：国家自然科学基金项目(42301254);教育部人文社会科学基金项目(22YJC790175);2024年江苏省青蓝工程优秀青年骨干教师项目;2022年南京工业职业技术大学引进人才启动基金项目(YK22-06-04).

摘　　要：随着社交媒体的普及及其影响力的持续扩大,网红营销逐渐成为旅游目的地推广的重要因素,然而相关理论研究相对滞后.本文基于网红语境下的文化遗产旅游目的地品牌个性研究,聚焦文化遗产旅游目的地网红个性的概念化及其测量,以故宫博物院为案例地,遵循量表开发流程,采用定性与定量相结合的方式,开发并检验了包含专业、互动、吸引、激励和可信5个维度的文化遗产旅游目的地网红个性量表.本文所构建的文化遗产旅游目的地网红个性测量工具,有助于深化旅游目的地品牌个性和网红化的理论体系发展,并为进一步探索旅游目的地个性化营销中的科学管理实践问题提供参考.Driven by the proliferation of social media and their ever-expanding of influence,influencer marketing has emerged as a critical factor in tourism destination promotion.However,theoretical research in this area has yet to establish systematic analytical frameworks.Taking the Palace Museum as a case study,this paper explores the brand personality of cultural heritage tourism destinations in the context of Internet celebrity,with a specific focus on conceptualizing and measuring the Internet celebrity personality of these destinations.Through a scale development process,a combination of qualitative and quantitative methods is used to develop and test Internet celebrity personality scale for cultural heritage tourism destinations,which includes five dimensions:professionalism,interaction,attractiveness,motivation,and credibility.The measurement tool for Internet celebrity personality of cultural heritage tourism destinations developed in this paper contributes to advancing theoretical frameworks of tourism destination brand personality and Internet celebrity phenomenon,while also offering actionable insights for exploring scientific management practices in personalized marketing of tourism destination.

关 键 词：旅游地网红个性 品牌个性 量表开发 文化遗产旅游地 

分 类 号：F590[经济管理—旅游管理]