网红旅游打卡地属性及口碑传播机制研究

Study on the attributes and word-of-mouth mechanism of internet celebrity travel punch point

探索网红旅游打卡地实现网络广泛传播和保留持久吸引力的属性特征,有助于推动网红旅游打卡地可持续发展。从旅游者感知出发,通过扎根理论研究法识别网红旅游打卡地属性特征。基于互动仪式链理论构建网红旅游打卡地旅游参与影响口碑传播的机制模型,结合问卷调查数据,采用结构方程对其进行了模型和假设检验。研究发现:①网红旅游打卡地具有独特性、场景氛围、参与体验和流行性4个属性,其中,独特性是网红旅游打卡地的基础属性,场景氛围是网红旅游打卡地的重要属性,参与体验是网红旅游打卡地的关键属性,流行属性是网红旅游打卡地的本质属性。②网红旅游打卡地游客参与可以通过旅游体验促进网络口碑的传播,可以通过群体认同影响网络口碑的传播。旅游体验是增强群体认同的重要因素。

Exploring the attributes and characteristics of internet celebrity travel punch point to achieve widespread online dissemination and retain lasting attractiveness can help promote the sustainable development of internet celebrity travel punch point.From the perspective of tourists′perception,this paper identified the attributes and characteristics of internet celebrity travel punch point through grounded theory research.Based on the theory of interactive ritual chain,this paper constructed a mechanism model to investigate the impact of tourism participation on word-of-mouth communication in internet celebrity travel punch point.Combined with questionnaire survey data,this paper used structural equations to test the model and hypothesis.The results showed that:①Internet celebrity travel punch points had four attributes:Uniqueness,scene atmosphere,participation experience,and popularity.Among them,uniqueness was the basic attribute of internet celebrity travel punch points,scene atmosphere was an important attribute of internet celebrity travel punch points,participation experience was the key attribute of internet celebrity travel punch points,and popularity attribute was the essential attribute of internet celebrity travel punch points.②The participation of tourists from internet celebrity travel punch points could promote the spread of online word-of-mouth through tourism experience,and could influence the spread of online word-of-mouth through group identification.Tourism experience was an important factor in enhancing group identification.