VR存在感对红色旅游目的地品牌推崇影响研究

Research on the Influence of VR Presence on Brand Evangelism of Red Tourist Destination

当前,许多红色旅游目的地采用VR技术来进行目的地的营销推广。本研究基于S-O-R框架、情绪评价理论和知觉负荷理论来探讨VR存在感对红色旅游目的地品牌推崇的影响。通过实验和问卷对231名VR体验者进行了调查。研究结果表明:VR存在感对旅游目的地品牌推崇行为有正向影响;游客契合和敬畏情绪在两者之间起到了部分中介作用;技术准备度在两者之间起到了正向调节作用,但该调节效应只存在于VR HDM(头戴式VR)组,而在手机VR组,两者之间的差异并不显著。研究结果可以为红色旅游目的地利用VR来培养游客的品牌推崇行为提供参考。

Currently,many red tourism destinations use VR technology to promote their brands.This study is based on the S-O-R framework,emotional evaluation theory and perceptual load theory to explore the influence of VR presence on the brand evangelism of red tourism destination.A survey of 231 VR users was conducted through experiments and questionnaires.The results showed that VR presence has a positive impact on brand evangelism behavior in tourist destinations.Tourist engagement and awe play a partial mediating role between VR presence and destination brand evangelism.Technological readiness has a positive moderating effect between VR presence and destination brand evangelism,but this moderating effect only exists in the VR HDM group,while there is no significant difference between the two groups in the mobile VR group.The research results can provide a reference for red tourism destinations to use VR to cultivate tourists’brand evangelism behavior.