融媒体时代乡村振兴题材影视引致旅游影响因素分析——《温暖的味道》为例

Analysis of Influencing Factors About Film and Television Works with the Theme of Rural Revitalization Causing Tourism in the Integrated Media Era:A Case Study of The Smell of Warmth

基于SOR模型的实验结果显示,名人信任度和影视(视频)影响力均对游客感知价值有正向影响,游客感知价值对乡村旅游意愿也有正向影响;游客感知价值在名人信任度对乡村旅游意愿的影响中普遍存在媒介效应,而在影视(视频)影响力对乡村旅游意愿的影响中,只在部分受众中存在媒介效应。

The experimental result based on the SOR model shows that the celebrity trust degree and the influence of film and television works(videos)both have a positive impact on tourists perceived value,which also has a positive impact on rural tourism intentions;tourists perceived value in the influence of the celebrity trust degree on rural tourism intentions has a media effect,but in the influence of film and television works(videos)on rural tourism intentions there exists a media effect only in some audiences.