摘要
信息化时代,越来越多的旅游者通过旅游网站进行信息搜寻进一步做出旅游决策。文章从广告心理学角度出发,应用效果层次模式(HOE模型),借助AMOS 21.0软件和SPSS19.0软件,将网站创意元素作为外在刺激因素,探讨其如何通过旅游者的认知、情感阶段,进而影响其旅游意向。研究表明,网站创意对网站察觉有显著影响,旅游网站的创意越强,旅游者最终做出旅游决策的可能性越大。但网站创意不会直接形成目的地察觉,必须经网站察觉才能形成对目的地的察觉。网站创意可以通过两条路径说服旅游者:一条是旅游者受到网站创意元素的刺激,形成积极的网站态度,最终选择该旅游网站推荐的旅游目的地;另一条是旅游者通过网站获取目的地信息,形成目的地察觉后,随着对目的地了解不断加深,形成积极的目的地态度,最终形成去往该目的地的旅游意向。
With the rapid development of information networks, a growing number of potential travelers are searching for information through travel websites to make their travel decisions, and therefore the establishment of a persuasive marketing path for network marketing is very important.Some studies have found that creative website advertising can have a great impact on consumers and their brand attitude and behavioral intention. But there are few studies that focus on the relationship between website creativity and the online behavior of tourists at present. A hierarchy of the effects model（HOE） is generally used to evaluate the effect of advertising and is the process by which consumers form a positive brand attitude and purchase intention. The study presents an HOE model using website creativity as an external stimulus, and exploring how creativity affects visitors in the cognitive and emotional stages, thereby affecting their travel intentions. Taking four famous tourist destination sites（Los Angeles, Barcelona, Sanya（China） and Guilin（China） as examples in this paper,400 questionnaires were distributed online and off, and 311 valid questionnaires were obtained. The results show that website creativity has a significant positive impact on website awareness. Website creativity has a significant impact on website awareness： the more creative the tourism site, the more likely visitors to the site will make a positive travel decision in the end. But website creativity doesn＇t have a direct impact on destination awareness. Tourists have to form a website awareness first before they form a destination awareness. When tourists form an awareness of travel websites, there are two paths that may persuade tourists to make travel decisions in the end. One is travel websites create a pleasant emotional experience for tourists, so that they form a positive attitude towards the website and choose a destination recommended by the website. Furthermore, tourists may form an awareness of travel websites under the inf
作者
蔡礼彬
吴楠
CAI Libin WU Nan(Management College of Ocean University of China, Qingdao 266100, China)
出处
《旅游学刊》
CSSCI
北大核心
2017年第8期25-37,共13页
Tourism Tribune
关键词
创意
旅游网站
旅游意向
效果层次模式
creativity
tourism website
travel intention
hierarchy of effects model
