真人秀电视娱乐节目大学生观众旅游动机的维度结构与影响效应研究——以《奔跑吧兄弟》为例

Research on the Dimension Structure and Influence Effect of College Students’ Tourism Motivation on Reality TV Entertainment Programs——A Case Study of Running Man

真人秀电视娱乐节目是旅游目的地重要的宣传与促销途径,作为其重要受众的大学生群体对于节目中旅游景点的感知及旅游动机值得关注。本文采用问卷调查法探究大学生的旅游动机的结构特征与影响效应。研究结果表明真人秀电视娱乐节目大学生观众的旅游动机包括"观赏与求知""体验与丰富自我""从众与追星"三个维度,三个维度均对大学生的旅游意愿有显著性影响,其中"观赏与求知"维度影响程度最大。本文对于真人秀电视娱乐节目旅游营销效果评估与大学生旅游市场开发具有理论指导意义。

This paper uses questionnaires to probe into the tourism motivation structure and its’ influential effect for college student. The research results show that the tourist motivations of college students on reality TV show are "viewing and seeking knowledge","experiencing and enriching themselves" and "congregation and chasing stars". All three dimensions have a significant impact on the students’ willingness to travel, of which the dimension of "viewing and seeking knowledge" has the greatest influence. This paper is of theoretical significance for the evaluation of the effect of tourism marketing on reality TV shows and the development of tourism market for college students.