网络负面评论对沙漠旅游区游客抗拒行为的影响研究

A study on the impact of negative online comments on the resistance behavior of tourists in desert tourism areas

文中以网络负面评论作为切入角度,基于沙漠旅游区游客感知风险和抗拒行为提出假设并构建研究模型图。通过实地调研及网络平台获取研究数据,运用AMOS构建结构方程模型图并进行假设检验,探究沙漠旅游区网络负面评论、游客感知风险与抗拒行为的关系。研究结果表明:网络负面评论的形式特征、质量特征和强度特征正向影响沙漠旅游区游客感知风险,同时正向影响沙漠旅游区游客抗拒行为;沙漠旅游区游客感知风险在网络负面评论的形式特征、质量特征及强度特征对游客抗拒行为关系中发挥中介作用,并对游客抗拒行为产生正向显著影响。研究为沙漠旅游区网络营销提供了新的参考,减少负面响应,赢得游客们的青睐,为当地的经济发展提供新的视角。

Taking negative online comments as the starting point,we propose some hypotheses and construct a research model based on the perceived risk and resistance behavior of tourists in desert tourism areas.By conducting field research and obtaining research data through online platforms,AMOS is used to construct a structural equation model and the hypotheses are tested,the relationships between negative online comments,perceived risk of tourists,and resistance behavior in desert tourism areas are explored.The research indicates that the formal,quality,and intensity characteristics of negative online comments positively affect the perceived risk of tourists,and also positively affect the resistance behavior of tourists in desert tourism areas.The perceived risk of tourists plays a mediating role in the relationship between the form,quality,and intensity of negative online comments and tourist resistance behavior,and has a significant positive impact on tourist resistance behavior.The study provides a new reference for online marketing for desert tourism areas to reduce negative responses,win over tourists,and provide new perspectives for local economic development.