网红打卡点图片能刺激乡村旅游游客出游意愿吗?——“封闭代表圈”理论的验证

Can Pictures of Internet-Famous Places Stimulate Rural TourismTourists Willingness to Travel:Verifying theTheory of “Closed Circle of Representation”

网红打卡点图片本质上是“封闭代表圈”理论的现实应用,已成为乡村旅游刺激游客出游意愿的重要营销手段之一。文章基于刺激—个体—反应—结果(SOBC)模型,验证“封闭代表圈”理论在乡村旅游中的适用性。基于结构方程模型的实证结果表明,该理论同样适用于乡村旅游领域,网红打卡点图片的信息量、娱乐性、兴奋度和真实性可以显著提升游客出游意愿与图片分享意愿。此外,乡村旅游目的地品牌效应与适宜距离对出游意愿具有重要作用。但是,网红打卡点图片的刺激作用在自然景观类、人文景观类与休闲活动类乡村旅游目的地中存在差异。据此,文章为乡村旅游目的地管理者的网红打卡点营销提出可行性建议。

The pictures of internet-famous places are essentially a practical application of the“closed circle of representation”theory,which has become one of the important marketing tools for rural tourism to stimulate tourists willingness to travel.Based on the stimulus-individual-response-outcome(SOBC)model,this paper verifies the applicability of the“closed circle of representation”theory in rural tourism.The empirical results based on the structural equation model show that the theory is also applicable to rural tourism,and the information,entertainment,excitement and authenticity of the pictures of internet-famous places can significantly enhance tourists willingness to travel and picture sharing.In addition,the brand effect and suitable distance of rural tourism destinations play important roles in the willingness to travel.However,the stimulating effect differs among rural tourism destinations in the natural landscape category,humanistic landscape category and leisure activity category.Accordingly,this paper proposes feasible suggestions for rural tourism destination managers marketing of internet-famous places.