民族地区旅游地口碑再传播研究

Study on Re-diffusion of Tourism Word-of-mouth about Ethnic Minority Area

基于决策神经科学理论,应用实证研究的方法,对民族地区旅游地正面口碑再传播的评估决策过程进行研究,探讨旅游地知名度如何通过接收者信息评估过程影响其再传播意愿。结果显示,旅游地正面口碑再传播评估过程存在内隐与外显双态度协作关系,并受到旅游地知名度的调节作用,知名旅游地正面口碑相对更倾向于被接受。

Based on theories and existing findings in decision neuroscience,this paper analyzed evaluationanddecision in the process of tourism word-of-mouth re-diffusion about ethnic minority area,and explored the role of brand awareness in the process of evaluation and decision. It demonstrated that there was cooperative relationship between implicit attitude and explicit attitude in the evaluation of positive word-of-mouth about tourism destination,which was moderated by brand awareness. In addition,the positive of word-of-mouth about well-known tourism destination could be accepted much more easily.