短视频对游客意愿影响机制研究——一个链式中介模型

Research on the Influence Mechanism of Short Video on Tourists'Intention:A Chain Intermediary Model

在新媒体快速发展的背景下,短视频能够有效激发游客的旅游意愿。文章基于SOR理论,构建短视频对旅游意愿的影响机制模型,并引入共情与目的地涉入作为中介变量。借鉴国内外成熟量表,共采集309份有效问卷,运用结构方程模型分析游客旅游意愿的影响机制。研究发现:视频是促进游客旅游意愿形成的重要驱动因素;共情在短视频和旅游意愿之间发挥中介作用;目的地涉入在短视频和旅游意愿之间发挥中介作用;共情和目的地涉入在短视频和旅游意愿之间发挥链式中介作用。

Under the background of the rapid development of new media,short videos can effectively stimulate tourists'willingness to travel.Based on the SOR theory,the article constructs a model of the influence mechanism of short videos on tourism intention,and introduces empathy and destination involvement as mediating variables.Drawing on mature scales at home and abroad,a total of 309 valid questionnaires were collected,and structural equation modelling was used to analyze the influence mechanism of tourists'willingness to travel.It is found that:short videos are an important driver of tourists'tourism intention;empathy plays a mediating role between short videos and tourism intention;destination involvement plays a mediating role between short videos and tourism intention;empathy and destination involvement play a chain mediating role between short videos and tourism intention.