价值共创视角下虚拟旅游直播的观众行为意愿影响机制研究

The Influence Mechanism of Audience Behavioral Intention in the Context of Virtual Tourism Livestreaming from the Perspective of Co-creation

随着虚拟旅游直播的快速发展,如何促使观看旅游直播的观众转化为实地游客,成为旅游企业和学术研究关注的重要问题。文章从价值共创的视角出发,以北京故宫博物院为例,探讨了虚拟旅游直播的观众行为意愿影响机制和虚拟旅游直播持续参与意愿向实地旅游意愿转换的边界条件。结果表明:观众间互动的参与度和共鸣感染会对沉浸感和信任产生显著的正向影响,但认知交流则不会;直播内容形式和感知真实性均会对沉浸感和信任产生显著的正向影响;信任会对两种意愿产生显著的影响,但沉浸感只会影响虚拟旅游直播的持续参与意愿;高频率和丰富观看经验会削弱虚拟旅游直播持续参与意愿向实地旅游意愿的转化。文章也为旅游直播的发展提出了针对性的建议。

With the advancement of digital technology,the tourism industry has become increasingly relied on the internet,giving rise to various forms of virtual tourism products.Destination marketers leverage virtual tourism livestreaming as a means to transcend spatial-temporal constraints,comprehensively show-case tourism information,and bolster brand image.However,while virtual tourism caters to the online visitation needs of audience,it may inadvertently undermine the sense of novelty factor for audiences,sub-sequently reducing the motivation for physical travel.Consequently,converting virtual tourism livestre-aming audience into actual tourists has emerged as a pressing concern for both tourism enterprises and aca-demic researchers.This paper adopts co-creation perspective and employs the Palace Museum as a case study to investigate the influence mechanism of audience behavioral intentions towards virtual tourism livestreaming.The current study utilizes Partial Least Squares Structural Equation Modeling(PLS-SEM)and Bootstrap methods to explore the edge conditions for the conversion of sustained engagement inten-tions in virtual tourism live broadcasting into intentions for physical travel.The results indicated that the impact of virtual tourism live broadcasting on audience travel intentions has a dual effect.Within certain circumstances,virtual tourism live broadcasting has the potential to enhance audiences'intentions to embark for physical travel.The extent of audience participation(PAR)and reso-nant contagion(CTG)exert a significant positive influence on the immersion and trust,whereas cognitive communion(COM)does not exhibit a similar effect.Both the format of live broadcasting content(CAF)and perceived realism(PR)have significantly positive effects on immersion and trust.Trust emerges as a crucial factor that affects both intentions,whereas immersion solely influences intentions for sustained en-gagement in virtual tourism live broadcasting.Furthermore,frequent exposure and prior experiences weaken the likelihood of converting sustained engagement intentions in virtual tourism live broadcasting into intentions for physical travel.As audience familiarity and reliance on virtual tourism increases,its substitutional role for physical travel becomes discernible.Consequently,the study also includes specific recommendations for the advancement of tourism live streams.Firstly,it is imperative to prioritize and enable multidimensional interaction with a collective in-clination.Intensive interaction observes to enhance the quality of audience's virtual tourism experience and trust.Secondly,given the pivotal role of trust in influencing the sustained engagement intentions of virtual tourism audience,live stream teams demand specialized attention in prioritizing relationship management with the audience.Thirdly,concerning the virtual tourism live broadcasting themselves,maintaining high quality of the virtual tourism live stream experience is crucial for attaining greater retention and conversion rates.