视觉形象和情感形象对旅游意向的影响——基于影视名人参与作为中介因素
The Influence of Visual Image and Emotional Image on Tourist Intention——Based on the Participation of Film & Television Celebrities as a Mediator
朱晓辉 1钱佳琦1
作者信息
- 1. 云南财经大学旅游文化产业研究院,云南 650221
- 折叠
摘要
文章以"认知-情感-行为"理论为基础,细分影视形象,引入名人参与作为中介因素,构建"影视形象—名人参与—旅游意向"的结构模型,以云南大理为例进行实证研究,结果表明:第一,影视视觉形象正向影响影视情感形象;第二,视觉形象和情感形象对旅游意向的路径系数为20.8％和17.9％,均正向影响旅游意向;第三,名人参与在影视形象与旅游意向的关系中起到显著的部分中介作用,且在情感形象对旅游意向的路径中作用更大.研究结果有助于揭示影视旅游意向的机制,丰富影视旅游领域研究,也为旅游目的地营销和管理提供启示.
Abstract
Based on the theory of"cognitive-emotional-behavioral",this paper subdivides the film and tele-vision images,introduces celebrity participation as a mediator,constructs a structural model of film and"television image-celebrity participation-tourist intention",and makes an empirical case study on Dali,Yunnan Province.The results show that:(1)The visual image of the film and television positively influences the emotional image of the film and television;(2)the path coefficients of visual image and emotional image both positively influence tourist in-tention with the coefficients being 20.8％and 17.9％respectively;(3)celebrity participation plays a significant par-tial mediating role in the relationship of film and television image influencing tourist intention,and has a greater role in the path of emotional image on tourist intention.The findings help to reveal the mechanism of film and televi-sion tourist intention,enrich the research in the field of film and television tourism,and also provide insights for des-tination marketing and management.
关键词
影视旅游/影视形象/名人参与/行为意向Key words
Film & Television tourism/Film & Television image/Celebrity participation/Behavioral inten-tion引用本文复制引用
基金项目
云南省教育科学规划单位资助项目(BE22027)
国家社会科学基金项目(17BJY229)
出版年
2024
NETL
NSTL
万方数据