灾后自媒体负面报道偏差对潜在旅游者到访意愿的影响——以九寨沟“8·8”地震为例

Research on the Impact of Negative We Media Coverage Bias on the Potential Tourists Intention to Visit after the Natural Disaster:The Case of Jiuzhaigou after “8· 8” Earthquake

自然灾害作为不可预测的突发事件,不仅本身有着极大的破坏力,且事后自媒体发布带有负面偏差的报道还会造成深刻、持续的人为二次伤害。针对此,该研究以2017年8月8日九寨沟地震为例,通过质性分析解析自媒体负面报道偏差的特征,再采用实验法探讨自媒体负面报道偏差对潜在旅游者到访意愿的影响作用。研究发现:(1)自媒体负面报道偏差对潜在旅游者到访意愿有显著负向影响;(2)目的地感知质量和预期作为后悔在此过程中起中介作用;(3)情绪易感性在此过程中起调节作用,潜在旅游者情绪易感性越高,对目的地的感知质量越低,预期作为后悔程度加剧,最终导致到访意愿越低。据此,研究提出自然灾害后目的地恢复性营销工作的策略与建议,完善了灾后信息传播应急管理机制,丰富了信息传播危机管理的理论研究。

Nowadays, We Media is exerting an increasingly in dispensable impact on potential tourists' intentions to travel. As unpredictable emergencies, natural disasters have generated great destructive power in themselves, while the sec on dary damages caused by negative media coverage biases are severe and long-lasting, potentially more destructive than the disaster per se. However, previous studies only focus on the damages caused by natural disasters and corresponding recovery strategies, ignoring the sources from which potential tourists receive disaster-related information and how tourists perceive such infonnation. Meanwhile, because negative media coverage biases often occur in the political and economic fields, the existing related research mainly place an emphasis on examining the relationship between negative media coverage biases and investor behaviors as well as corporate performance, which suggests that negative information has a greater negative impact on the economic benefits of enterprises. We Media even with no interest in the destination tends to report negative information that is more eye- catching to gen erate revenue. Nevertheless, it has been rarely studied how tourist destinations should respond to negative media coverage biases induced by extensively influential We Media after natural disasters, which is the key determinant for fast market recovery after the disaster. To answer the research question above, the present study takes the earthquake of Jiuzhaigou that occurred on August 8, 2017 as an example. Firstly, 53 We Media reports are selected and compared with the reports of the official media. Through qualitative analysis, three key features of negative We Media coverage biases after natural disasters are summarized as emotional in expression, one-sided in content, and flexible in forms. Secondly, the scenario experiment approach is used to verify the influence of ne gative media coverage biases on pote ntial touristsJ in tention to visit. The findings suggest that:(1) Negative We Media coverage biases have a significant negative impact on tourists ' intention to visit the destination, because We Media ' s evoke resonance with clearly pessimistic and misinterpreted information that is horrifying.(2) We Medias deliberately magnify the details of damages and provide misleading information, resulting in a significant reduction in potential tourists' perceived quality of the destination, while We Medias ' comparisons of destinations before and after the damage further strengthen the anxiety of tourists and elevate their anticipated regrets.(3) The higher the emotional susceptibility of potential tourists have, the more likely they are to be infected by the pessimism in the negative We Media reporting bias, which lowers their perceived quality of the destination and amplifies their anticipated regrets, resulting in weaker in tentions to visit. Thereby, this study puts forward suggestions for destinations to prevent and respond to negative We Media coverage bias after natural disasters, which may help destinations to speed up the tourist market coverage. Our research has several theoretical contributions including improving the emergency management mechanism for post-disaster information dissemination in tourist destinations, and enriching research on crisis management of information dissemination.