摘要
在社交媒体平台中使用精心修饰的旅游照片进行目的地营销备受争议,如何发挥旅游照片数字修饰的积极效应至关重要。文章基于信号理论,通过3个实验探究了文化景观照片数字修饰对用户旅游意愿的双刃剑效应及作用机制。研究发现:文化景观照片数字修饰是一把双刃剑,高度修饰的照片会引发用户更低的广告诚实感知和更高的文化价值感知;广告诚实和感知文化价值在数字修饰与旅游意愿的关系中发挥着中介作用;用户的媒体素养和照片中的人类元素分别在文化景观照片数字修饰双刃剑效应中发挥调节作用。研究实证了数字修饰技术在文化景观照片中呈现出双刃剑效应,不仅揭示了用户对旅游照片数字修饰的感知和反馈机制,更厘清了文化景观照片数字修饰的作用边界,为数字修饰技术在旅游照片营销领域的应用提供启示。
The use of elaborately retouched tourism photos for destination marketing in social media platforms is highly controversial,and how to utilize the positive effects of digital retouching of tourism photos is crucial.Therefore,based on signaling theory,this study explored the double-edged effect and mechanism of digital retouching of culture-based attraction photographs on users’travel intention through three experiments.The study found that digital retouching of culture-based attraction photographs is a double-edged effect,with highly retouched photos triggering lower perceived advertisement honesty and higher perceived cultural value.Advertisement honesty and perceived cultural value play mediating roles in the relationship between digital retouching and travel intention.Users’media literacy and the human elements in the photographs play moderating roles in the doubleedged effect of digital retouching of culture-based attraction photographs,respectively.Specifically,highdigital retouching of culture-based attraction photographs reduces the user’s perceived advertisement honesty significantly when they have high media literacy.At the same time,there is no significant difference in users’perceived advertisement honesty of the degree of digital retouching of culturebased attraction photographs in the case of low-media literacy.Meanwhile,under the low-human element,there is a significant difference among the effects of different levels of digital retouching on perceived cultural value;however,under high-human element,there is no significant difference in the impact of different levels of digital retouching on perceived cultural value.The study empirically demonstrates that digital retouching technology presents a“double-edged effect”in culture-based attraction photographs which not only reveals the users’perception and feedback mechanism of digital retouching of tourism photos,but also clarifies the boundaries of the role of digital retouching of culture-based attraction photographs,which provides insig
作者
阮文奇
唐玉婷
张舒宁
周燕
RUAN Wenqi;TANG Yuting;ZHANG Shuning;ZHOU Yan(Department of Tourism,Huaqiao University,Quanzhou 362021,China)
出处
《旅游学刊》
CSSCI
北大核心
2024年第11期80-95,共16页
Tourism Tribune
基金
福建省社会科学基金重点项目“旅游业赋能福建优秀传统文化创造性转化的逻辑、机制与路径研究”(FJ2023MGCA016)资助。
关键词
数字修饰
文化景观照片
广告诚实
感知文化价值
媒体素养
人类元素
digital retouching
culture-based attraction photographs
advertising honesty
perceived cultural value
media literacy
human elements
