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。
Based on the theory of “cognitive-emotional-behavioral”,this paper subdivides the film and television 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 intention with the coefficients being 20.8% and 17.9% respectively;(3) celebrity participation plays a significant partial 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 television tourist intention,enrich the research in the field of film and television tourism,and also provide insights for destination marketing and management.
作者
朱晓辉
钱佳琦
ZHU Xiaohui;QIAN Jiaqi(Institute of Tourism and Culture Industry,Yunnan University of Finance and Economics,Yunnan 650221,China)
出处
《经济论坛》
2024年第2期57-67,共11页
Economic Forum
基金
云南省教育科学规划单位资助项目“云南普通高校劳动教育与乡村研学耦合发展的路径研究”(BE22027)
国家社会科学基金项目“规制经济学视角的旅游‘零负团费’形成机理、影响及治理研究”(17BJY229)。
关键词
影视旅游
影视形象
名人参与
行为意向
Film&Television tourism
Film&Television image
Celebrity participation
Behavioral intention
