景区图像的匹配效应对游客目的地选择意向的影响研究——基于心理模拟的中介作用

The Impact of Scenic Spot Images Matching Effects on Tourists’Destination Choice Intention from the Perspective of the Mediating Role of Psychological Simulations

以游客在线制订旅游攻略为研究场景,结合心理模拟理论的解释机制,构建景区类型与图像类型匹配对游客目的地选择意向影响的理论假设模型。通过心理学实验研究方法获取225位被试实证数据,运用方差分析和回归分析方法检验研究假设。结果显示,景区类型与图像类型的匹配将显著影响游客目的地选择意向,心理模拟起到中介作用。具体而言,对于功能型景区,实拍的景区图像将提高游客对该景区的选择意向;对于享乐型景区,非实拍图像更能提高游客的选择意向。建议根据景区类型差异,展示不同风格的宣传图像,以达到最佳宣传效果。

Taking tourists to formulate travel strategies online as a research scenario,combined with the interpretation mechanism of psychological simulation theory,a research model on the influence of the matching of scenic spot types and image types on tourists’destination choice intentions is constructed.This article obtained empirical data from 225 subjects through psychological experimental research methods,and used analysis of variance and regression analysis to test research hypotheses.The results show that the matching of scenic spot type and image type will significantly affect tourists’destination choice intention,and psychological simulation plays an intermediary role.Specifically,for the functional scenic spot,real scenic images will improve tourists’intention to choose the scenic spot;for the hedonic scenic spot,non-real images can improve tourists’intention.It is recommended to display different types of publicity images according to the differences in scenic spots,in order to achieve the best publicity effect.