旅游目的地媒体叙事传输对出游意向的影响机制研究——以歌曲《成都》为例

The Influence Mechanism of Destination Media Narrative Transportation on Travel Intention:A Case Study of the Song“Chengdu”

流行媒体内容对旅游目的地品牌打造和吸引力提升起着关键作用。文章以歌曲《成都》为案例,采用结构方程模型方法,基于叙事传输、地方依恋、出游意向等变量,探究了旅游目的地相关媒体内容影响潜在游客产生出游意向的过程机制。结果表明:(1)潜在游客能够被媒体内容传输到故事所在的虚拟世界,体验故事发生的事件和人物情感,从而产生出游意向;(2)地方依恋在叙事传输影响过程中起着中介作用;(3)个人的幻想特质水平和对内容匹配度的感知积极影响潜在游客被传输的程度。研究结果为旅游地内容营销相关研究和实践提供了一定参考。

The popular media content plays a key role in promoting tourism destination brands.Taking the song“Chengdu”as a case,the article used the structural equation modeling method to explore how the relevant media content of tourist destinations influenced the potential tourists to generate travel intentions based on narrative transportation,place attachment and travel intention.The conclusions showed that:(1)Potential visitors could be transported by the media content to the virtual world where the story was located,experiencing the events of the story and the emotions of the characters,thus generating the intention of travel.(2)Place attachment mediated the process of narrative transportation ef fect.(3)The level of individual fantasy traits and the perception of content fit positively af fected the extent to which potential visitors were transported.The research conclusions provide some suggestions for the tourism destination content marketing research and practices.