旅游照片的符号属性对旅游意向的影响研究——以微信朋友圈旅游照片为例

Study on Influence of Symbolic Attributes of Travel Photos on Travel Intention——Taking Travel Photos of WeChat Friends Circle as an Example

旅游照片是旅游的重要组成部分,是传达旅游体验和目的地形象的重要方式,但目前国内外学术界较少研究游客在社交媒体上发布的旅游照片对潜在游客旅游意向的影响。以微信朋友圈旅游照片为例,建构并验证以旅游照片为前因变量、符号属性感知为中介变量、旅游意向为结果变量、关系强度为调节变量的概念模型,研究结果为目的地营销组织了解游客行为和偏好,制定更有效的营销推广策略提供了理论参考。

Travel photo was an important part of tourism,photo was an important way to convey the tourism experience and destination image. Only a few studies focused on the impact of travel photos posted by tourists on social media on the travel intention of potential tourists. Taking the travel photos of We Chat friends circle as an example,this paper constructed and verified the conceptual model that took travel photos as the antecedent variable,the symbol attributes perception as the mediator,the travel intention as the outcome variable and the relationship strength as the moderator. The results provided theoretical reference for destination marketing organizations to develop a more effective marketing strategy.