社交媒体对游客旅游意向的影响——基于目的地形象感知的实证研究

Influence of Social Media on Tourists' Tourism Intention——Empirical Research Based on Perception of Destination Image

社交媒体生成的大量交互内容正影响着游客对目的地形象感知和最终旅游意向的形成。运用结构方程模型,分析了游客对社交媒体内容的接受情况和接受目的地信息后对旅游意向的影响程度。结果表明:(1)游客对社交媒体使用强度越大,越会依赖社交媒体进行目的地相关信息搜集;(2)游客接受社交媒体的程度会显著影响对目的地的认知形象和情感形象形成,其中认知形象的影响程度更深;(3)游客对目的地的形象认知中社交媒体影响游客旅游意向的完全中介变量,其中整体形象感知显著影响游客的旅游意向。基于此,建议旅游目的地管理部门积极参与到社交媒体口碑的经营之中,进一步提高游客在社交媒体中对目的地的形象感知。

The large amount of interactive content generated by social media was influencing tourists＇ perception of destination image and the formation of final tourism intention. The purpose of this study was to use the structural equation model to analyze the tourists＇ reception level of social media content and the influence of the tourists＇ tourism intention. The results showed that：（1）The greater the tourists＇ use intensity of social media,the more dependent them would rely on social media to collect relevant information.（2）The extent to which tourists accept social media would significantly influence the cognitive image and emotional image of destination,with a deeper impact on the cognitive image.（3）The tourists＇ cognition image of destination acted as the perfect intermediary variable for social media to influence tourists＇ tourism intention,and the overall image perception of tourists had a significant impact on the own tourism intention. Based on this,it suggested that the management department of tourism destination should actively participate in the operation of social media word-of-mouth,and further enhanced the image perception of tourists in social media.