旅游目的地网红代言人对旅游意向的影响研究

Influence of Internet Celebrity Spokesperson of Tourist Destination on Consumers′Travel Intention

网红代言人对旅游目的地的推广能起到积极作用。以“丁真为家乡代言”为案例,使用结构方程模型探究了网红代言人形象与潜在游客旅游意向之间的内在机制。研究结果表明:旅游者目的地态度的形成经历了一系列的评价过程,旅游者对网红代言人的形象感知既作为初次评价直接影响旅游者对目的地的态度,又经由一致性评价间接影响旅游者目的地态度,进而影响旅游者的旅游意向。其中,代言人与目的地一致性在网红代言人形象与旅游者目的地态度之间起着部分中介作用,代言人与自我一致性在网红代言人形象与旅游者目的地态度之间的中介作用不显著。

The internet celebrity spokesperson plays a positive role in populating the tourist destination.This study takes the case of"Ding Zhen promoting his hometown"as an example and uses structural equation modeling to explore the underlying mechanism between the image of internet celebrity spokesperson and the potential tourists′travel intentions.The results indicate that the formation of tourists′destination attitude undergoes a series of evaluation processes.The perception of the spokesperson′s image directly influences tourists′destination attitude as an initial evaluation,and it also indirectly influences tourists′destination attitude through consistency evaluations,thereby affecting their travel intentions.Among them,the consistency evaluation of the spokesperson and destination plays a partial mediating role between the spokesperson′s image and tourists′destination attitude,while the self-consistency of the spokesperson does not have a significant mediating effect on the relationship between the spokesperson′s image and tourists′destination attitude.