旅游短视频营销对顾客融入的影响机制研究
Research on the Influence Mechanism of Tourism Short-Form Video on Customer Engagement
张跃先 1王雪莹1
作者信息
摘要
以 SIPS(sympathize-identify-participate-spread)模型为基础,对 417 名旅游短视频观看者进行问卷调查,通过实证研究构建旅游短视频营销对顾客融入的影响机制模型,旨在探索旅游目的地形象宣传的新方向和旅游短视频创作重点.研究发现:旅游短视频营销从传播内容、传播场景和传播主体3个方面正向影响顾客融入,顾客灵感具有部分中介作用;关系强度正向调节旅游短视频营销与顾客灵感的关系,旅游短视频营销通过顾客灵感正向影响顾客融入的间接效应,在高关系强度条件下更强烈.
Abstract
Based on the"sympathize-identify-participate-spread"model,a questionnaire survey was conducted among 417 tourism short video viewers.Through empirical research,a model of the in-fluence mechanism of tourism short video marketing on customer engagement was constructed,aiming to explore the new direction of tourism destination image publicity and the focus of tourism short video creation.The results show that tourism short video marketing positively influences customer integra-tion from three aspects:communication content,communication scene and communication subject,and that customer inspiration plays a partial mediating role;Relationship strength positively regulates the relationship between tourism short video marketing and customer inspiration,and the positive in-direct effect of tourism short video marketing on customer engagement through customer inspiration is stronger under the condition of high relationship strength.
关键词
旅游短视频营销/顾客灵感/顾客融入/关系强度Key words
tourism short video marketing/customer inspiration/customer engagement/relation-ship strength引用本文复制引用
基金项目
国家社会科学基金资助项目(21BGL057)
出版年
2024
NETL
NSTL
万方数据