The pictures of internet-famous places are essentially a practical application of the"closed circle of representation"theory,which has become one of the important marketing tools for rural tourism to stimulate tourists'willingness to travel.Based on the stimulus-individual-response-outcome(SOBC)model,this paper verifies the applicability of the"closed circle of representation"theory in rural tourism.The empirical results based on the structural equation model show that the theory is also applicable to rural tourism,and the information,entertainment,excitement and authenticity of the pictures of internet-famous places can significantly enhance tourists'willingness to travel and picture sharing.In addition,the brand effect and suitable distance of rural tourism destinations play important roles in the willingness to travel.However,the stimulating effect differs among rural tourism destinations in the natural landscape category,humanistic landscape category and leisure activity category.Accordingly,this paper proposes feasible suggestions for rural tourism destination managers'marketing of internet-famous places.
关键词
网红打卡点/图片/乡村旅游/SOBC模型/"封闭代表圈"/出游意愿
Key words
internet-famous places/pictures/rural tourism/SOBC model/"closed circle of representation"/willingness to travel
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