虚拟旅游体验中真实性感知对实地旅游意愿的影响研究——基于情绪评价理论视角

The Impact of Reality Perception on Actual Travel Intention in Virtual Tourism Experience—Based on the Perspective of Emotional Evaluation Theory

虚拟现实技术为旅游目的地营销策略带来全新变革,虚拟旅游体验对实地旅游意愿的影响和作用机制值得深入探讨。基于情绪评价理论和问卷调查数据,研究探讨了虚拟旅游体验真实性感知、愉悦情绪、个体创新性对实地旅游意愿的影响和作用机制。虚拟旅游体验真实性感知对激发实地旅游意愿有积极的影响作用:虚拟旅游体验真实性感知正向影响实地旅游意愿和愉悦情绪;愉悦情绪正向影响实地旅游意愿,并在真实性感知与实地旅游意愿关系中发挥部分中介作用;个体创新性在真实性感知与愉悦情绪之间起调节作用。建议旅游目的地借助虚拟现实技术加强对外宣传,增强虚拟旅游内容制作和感知真实性,强化人景互动,提升虚拟旅游体验感,制定更多维度的旅游目的地市场营销策略。

Virtual reality technology has brought new changes to the marketing strategy of tourism destinations.The effect and mechanism of virtual tourism experience on on-the-spot travel intention are worth further discussion.Based on emotion evaluation theory and questionnaire survey data,this study explores the mechanism of authenticity perception,pleasure emotion,individual innovation and on-site travel intention in virtual tourism experience,collects data by using questionnaires,tests and analyzes the five major hypotheses,and draws the following conclusions:virtual tourism authenticity perception in the experience positively affects on-site travel intention and pleasure;pleasure positively affects on-site travel intention,and partially mediates the relationship between authenticity perception and on-site travel intention;individual innovation mediates the relationship between authenticity perception and pleasure.This study confirms the positive effect of authenticity perception in virtual tourism on on-site travel intention,and provides development and management suggestions for destination marketing based on the research results.It is suggested that tourist destinations can use virtual reality technology to strengthen external publicity,enhance virtual tourism content production and its perceptual authenticity,strengthen human-scene interaction,enhance virtual tourism experience,and develop more dimensional tourism destination marketing strategies.