旅游宣传片影响下的目的地形象感知过程研究——巴厘岛案例的实验探索

PROCESS OF DESTINATION IMAGE PERCEPTION UNDER THE INFLUENCE OF PROMOTIONAL VIDEOS:A CASE OF BALI

宣传片在塑造目的地形象和激发旅游兴趣上的作用不可忽视,但聚焦于宣传片对旅游目的地形象(TDI)感知过程的影响研究较少。以巴厘岛为案例,通过实验法探索旅游者感知形象变化过程。研究结果如下:(1)宣传片能够影响潜在旅游者的TDI感知,不同类型的宣传片影响效果存在差异。(2)潜在旅游者的原生形象呈现"粗线条、点集中"的特征;引致形象感知细节增加,要素种类增多,整体形象偏向性明显。(3)研究基于选择性注意理论和Baddeley工作记忆模型剖析了旅游者对TDI感知变化的内在机制,发现从原生形象到引致形象存在视觉选择性注意和信息加工的过程。研究结果为目的地营销组织(DMO)应对突发事件推出宣传片进行营销提供了一定的借鉴和启示。

The role of promotional videos in shaping tourism destination image(TDI) and stimulating tourism interest should not be ignored by tourism industry in this cyber times when human are becoming inclined to obtain information in a more immersing context integrated with visual, auditory and some other organoleptic form. However, compared with numerous application practices, academic focus is much less, some valuable research projects to be conducted. This paper, under the crisis scenario of Mount Agung volcanic eruption which happened in Bali, Indonesia in 2017, we use the experimental method to explore the internal mechanism of potential tourists’ change process in perceived image. The experiment was conducted as follows: the experimental examinees are divided into Group1(G1) watching panoramic comprehensive promotional videos and Group2(G2) watching crisis-oriented promotional videos. The research results showing that: 1) Promotional videos can obviously affect the perception of TDI of potential tourists, and different types of promotional videos have different impacts on the perception of TDI of potential tourists. 2) A majority of potential tourists’ organic image towards Bali is broadly perceived and the perception of TDI presented the feature of "bold lines, concentrated points" in the test before watching promotional videos. 3) Based on the theory of selective attention and Baddeley’s working memory model, this paper analyzes the internal mechanism of tourists’ perception of the change of TDI.