旅游直播营销情境下潜在游客购买意愿影响路径研究——基于模糊集定性比较分析

Study on the Influence Path of Potential Tourists Purchase Willingness in Tourism Live Streaming Marketing——Qualitative Comparative Analysis Based on Fuzzy Set

文章运用模糊集定性比较分析方法,以潜在游客购买意愿为结果变量,以临场感、信任感知、主播特质、促销激励、冲动性、网购习惯为条件变量,探索了旅游直播营销情境下潜在游客购买意愿形成的单因素和组合因素路径。结果表明:从单因素看,临场感的一致性最高,显示出潜在游客对于旅游直播营销过程中身临其境感与互动感的追求,但所有单因素均无法构成潜在游客购买意愿的充要条件;在构成旅游直播营销情境下潜在游客购买意愿的64条潜在路径中,存在7条解释力良好的组合路径;不同的组合路径可划分为主播导向型、促销导向型、游客认知导向型以及游客情绪导向型四种类型,它们共同构成了一致性最高的组合结果。

Using the fuzzy set qualitative comparative analysis method,this paper takes potential tourists purchase willingness as the result variable,and the sense of presence,trust perception,anchor characteristics,promotion incentives,impulse and online shopping habits as the conditional variables,explores the single factor and combined factor path of potential tourists purchase willingness in the context of live tourism.The results show that:From the perspective of a single factor,the consistency of sense of presence is the highest,which shows the contemporary potential tourists pursuit of a sense of presence and interaction in the process of tourism live streaming marketing,but all single factors cannot constitute a necessary and sufficient condition for potential tourists purchase willingness.Among the 64 potential paths that constitute the purchase willingness of potential tourists in the context of tourism live streaming marketing,there are 7 combined paths with good explanatory power.Different combination paths can be divided into four types:host-oriented,promotion-oriented,tourist cognition-oriented and tourist emotion-oriented,which constitute the most consistent combination results.