心临其境——“云旅游”中临场感对旅游意愿的影响研究

A Study on the Influence of Presence on Willingness to Travel in Virtual Tourism

“云旅游”是一个受众广、效果佳的营销渠道,“心临其境”的临场感对旅游意愿具有重要的影响。基于S-O-R(Stimuli-Organism-Response,S-O-R)模型,引入临场感理论,探究临场感对旅游意愿的作用,并将感知收益作为中介变量,上网时长作为调节变量,研究临场感对旅游意愿的影响路径。文章依据375份调查问卷,采用结构方程模型进行实证研究,研究发现:临场感间接影响旅游意愿,社会临场感对旅游意愿的影响大于物理临场感;临场感对感知收益具有显著正向影响,感知收益在临场感对旅游意愿的影响中发挥完全中介作用;上网时长在临场感对旅游意愿的影响中发挥负向调节作用,即上网时长越长,临场感对旅游意愿的影响越弱。将临场感引入“云旅游”情景中,解释了“云旅游”过程中旅游意愿形成的具体过程,为旅游目的地设计“云旅游”产品提供理论依据与实践指导。

Virtual tourism can be an effective marketing channel,and in the virtual browse process the sense of being there will be generated unconsciously by travelers.This sense of presence can be divided into physical presence and social presence,impacting cloud travelers'attitude and willingness to travel.Based on the S-O-R model,choosing the Forbidden City as the case place for its advanced virtual platforms,this research introduces the presence theory to investigate its influence on cloud travelers'willingness to travel,and uses perceived benefits as a mediating variable to investigate the process from developing a sense of presence to forming their willingness to travel.Based on 325 questionnaires,a structural equation model was used to conduct an empirical study.The study identified that:Presence indirectly affects willingness to travel,and social presence has a greater impact on willingness to travel than physical presence;Presence has a significant positive influence on perceived benefits,and perceived benefits play a fully mediating role in the influence of presence on willingness to travel;The length of Internet accessing time plays a negative moderating role in the influence of presence on travel intention,that is,the longer the length of Internet access,the weaker the influence of presence on travel intention.This study introduces the sense of presence into the virtual tourism scenario,explains the specific process of tourism intention formation,and proposes a theoretical basis and practical guidance for the design of virtual tourism products.