云旅游:基于眼动实验的在线评论对旅游直播体验的影响研究

Virtual Tourism:The Impact of Online Comments on Experience of Tourism Live Broadcasts Based on Eye Movements

作为新兴的云旅游形式,旅游直播正不断扩展人们旅游体验的外延。旅游直播在线评论为观众提供了利于提升沉浸感的即时互动渠道,但也会影响人们视觉注意分布和个体体验。基于此,文章以自然景观型旅游直播为研究对象,结合眼动实验法、问卷调查法与访谈法,从主客观层面探究在线评论对观众在旅游直播中关注度及主观体验的影响。结果表明,在自然景观型的旅游直播中,评论的存在会显著增加观众对景观内容的回顾次数,提高观众对景观内容的认知与理解;在观众主观体验感知上,受评论内容刺激的影响,评论的存在会显著降低观众对主播讲解和直播画面质量的主观体验感知,但积极评论内容能正向引导观众,从而显著提高观众对景区的体验感知。由此,文章也为旅游直播产业发展提出相应建议。

As an emerging form of virtual tourism,tourism live broadcasts are constantly expanding people’s travel experiences.In contrast to offline tourism,the visual experience is the most important sensory experience in relation to tourism live broadcasts.In tourism live broadcasts,on the one hand,online comments provide instant two-way communication and interaction channels for the audience,which is conducive to improving the audience’s sense of immersion,and even provides a significant virtual community that is able to meet the audience’s social and interaction needs.However,on the other hand,online comments affect people’s visual attention distribution and information processing to some extent,thereby affecting their cognition and judgment of the content of tourism live broadcasts.In addition,online comments are prone to the problem of interactive authenticity,which affects individuals’experiences when watching tourism live broadcasts.Therefore,whether online comments have a positive or negative impact on audiences when they are watching tourism live broadcasts requires further analysis.Thus,in this study,we take a tourism live broadcast of a natural landscape as the research object,and use a combination of an eye-movement experiment,a questionnaire survey,and participant interviews to explore the influence of online comments on audience attention to and perceptions of tourism live broadcasts both subjectively and objectively.The results show that for tourism live broadcasts of natural landscapes,the presence of comments can significantly increase the number of visits,promote the depth of the information processing of the landscape content,and improve perception and understanding.Moreover,because of the existence of negative bias,negative comments can reduce the audience’s average duration of fixations and number of fixations,thereby reducing the level of attention to the landscape content and affecting the perceptions of the audience.In terms of the audience’s subjective perceptions,which are stimulated by the content of the comments,the existence of negative comments can significantly reduce the audience’s perceptions depending on the anchor’s narration and the live picture quality,whereas positive comments can enhance the audience’s perceptions,thereby significantly improving the audience’s experience of scenic spots.Thus,this study extends the micro-research perspective of audience experiences of tourism live broadcasts,introduces an innovative eye-movement experiment,and comprehensively analyzes the characteristics of the audience’s experience of tourism live broadcasts both subjectively and objectively.In addition,the findings of this study add to the literature on the suitability of the customer-to-customer interaction theory in relation to tourism live broadcasts,and are of theoretical significance.Finally,the results of this study suggest that in the future,tourism live broadcasts should use various means to create positive comments and guide the audience to express positive views,thereby improving the audience’s perceptions of tourism live broadcasts.We also put forward several suggestions aimed at promoting the development of the tourism live broadcast industry.