摘要
文章从旅游口号信息诉求出发,基于心理意象加工理论,通过实验研究了旅游口号信息诉求对游客反应的影响及其作用机制,并在不同时间距离的旅游情景下,比较了旅游口号信息诉求对游客反应的差异化影响。研究发现,不同旅游口号信息诉求对消费者口号态度和旅游意愿的影响存在差异,心理意象加工在此过程中起中介作用;同时,时间距离会调节旅游口号信息诉求对消费者口号态度和旅游意愿的影响。文章丰富了旅游口号的有效性研究,对旅游营销组织设计、选择有效的旅游口号具有现实意义。
Tourism slogan, as an important tool to communicate the destination image, has a significant impact on consumers＇ travel decision making. While scholars have made a lot of research on the effectiveness of tourism slogan, prior studies are mostly based on the tourism slogan itself and there is few study on the interaction effect of tourists＇ psychological mechanism and tourism context. In particular, few study considers the impact of tourism slogan on tourists＇ information process and the influence of tourism context. Given the limitations in literature, this study classified the tourism slogans into two message appeals, tourism slogans of informational appeals and tourism slogans of emotional appeals. By manipulating different message appeals of tourism slogans and different temporal distance,this research adopted the experimental method to test the main effect of tourism slogan message appeals on tourists＇ attitude towards slogans and travel attention, the mediating mechanism of tourists＇ mental imagery processing, and moderating effect of temporal distance.We adopted a between-group design： 4（tourism slogan message appeals： attribute-based vs.benefit-based vs. positive emotional-based vs. negative emotional-based） ＊ 2（temporal distance： near future vs. distant future）, finding that tourism slogan message appeals have significant influence of on tourists＇ mental imagery processing. Compared with tourism slogan of emotional appeals（positive emotionalbased/negative emotional-based）, tourism slogan of informational appeals（attribute-based/benefitbased） have more significant effect on mental imagery processing, which further affects tourists＇ attitude towards slogan and travel attention. In addition, temporal distance can moderate the effect of tourism slogan message appeals on tourists＇ attitude towards slogan and travel attention. In near future context,tourism slogan of informational appeals has more significant effect on tourists＇ attitude towards slogans and travel atte
作者
杨锐
张攀
牛永革
YANG Rui;ZHANG Pan;NIU Yongge(Business School, Sichuan University, Chengdu 610064, China)
出处
《旅游学刊》
CSSCI
北大核心
2018年第6期73-86,共14页
Tourism Tribune
基金
国家自然科学基金"品牌口号的特性
开发和更新研究"(71572120)
四川大学中央高校基本科研业务费项目"家庭金钱管理系统对消费者主观幸福感的影响机理研究"(skbsh201724)资助~~
关键词
旅游口号
心理意象加工
时间距离
口号态度
旅游意愿
tourism slogan
mental imagery processing
temporal distance
attitude towards slogan
travel intention
