客源受众对影视旅游产品认知的SEM关系路径机制与精准营销研究

A Study of Impact Path Mechanism and Exact Marketing on Tourists’ Cognition about Film-induced Tourism Product Based on a Structural Equation Model

影视产品与旅游业融合促进旅游业繁荣,通过客源受众,增强了影视旅游的价值,提高了旅游目的地形象。作为新形式的特殊旅游,影视旅游研究越来越受到学者的关注,但多以定性研究为主,对电影与影视旅游关系的建模实证研究极少。基于客源市场调研样本,分析了影视旅游产品的6方面旅游认知,包括观影动机、剧情吸引力、剧情表演、演员表演、影视评价、影视吸引力等客源受众的旅游认知主成分因子,并据此建立了结构方程模型(SEM)。研究结果表明,一是影视产品的剧情表演与剧情吸引力、影视影响力有显著的正相关关系,二是剧情吸引力与观影动机和评价满意存在显著的正相关关系,三是评价满意与影视旅游兴趣存在显著的负相关关系,四是影视影响力与影视旅游兴趣有显著的正相关关系,五是影视影响力和主演阵容之间存在显著的正相关关系。其研究结果可以为旅游企业和政府旅游机构的科学决策提供量化依据。

The integration of film and television products and tourism industry promotes the tourism industry to prosperity. It enhances the value of tourism and beautifies the image of the tourism destination. As a new form of spe . cial tourism,the research of film-induced tourism attracts more and more scholars’eyesight. However,most relative re. searches are qualitative ones with rare modeling empirical researches about the influencing mechanism of films and film-induced tourism. This study aims to explore how films influence the tourists’cognition about tourism desti. na. tion image,which in turn influence their travel intention. Six factors including viewing motivation,plot attractive. ness,drama performance,actor performance,film evaluation,and film attractiveness were used in the structural equa. tion model. The results show that(1)there is a significant positive correlation between film plot performance and plot at. tractiveness and film influences,(2)plot attractiveness affects viewing motivation and satisfaction positively,(3)sat. isfaction exerts negative influence on film-induced tourism interest,(4)film influences correlate film-induced tourism inter. est positively,as well as actor lineup. The results also provide quantitative basis for scientific decision-making of tourism enterprises and government tourism institutions.