旅游“照骗”对游客品牌信任与出游意愿的影响——基于宣传渠道差异的研究

A Study on the Influence of"Deceptive pictures"on Tourists'Brand Trust and Willingness to Travel Based on the Difference of Publicity Channels

图片因其直接、生动而成为宣传营销的重要方式,但近年来旅游“照骗”现象却屡见不鲜。虽然这种欺骗性营销会影响游客,但目的地真实图片曝光后对游客的溢出效应仍需探索。文章基于建构主义真实性理论与期望失验理论,揭示了图片真实性、宣传渠道等对游客品牌信任与出游意愿的直接与溢出效应。通过两阶段实验研究发现:实地图片曝光前,“照骗”(vs真实宣传)会促进游客的品牌信任与出游意愿,且官方宣传渠道比个体宣传渠道效果更好;而实地图片曝光后,由于期望失验,“照骗”会产生溢出效应,降低游客品牌信任与出游意愿。而真实宣传不存在这种负面效应,此时官方比个体宣传能更好地维持游客品牌信任与出游意愿。研究从图片的视角拓展了旅游夸大宣传现象的溢出效应研究,对于治理夸大宣传现象、更好地开展自媒体营销及促进社会诚信建设等均具有重要的意义。

Photos and pictures haven been a way of destination publicity and marketing as they can directly convey local natural and cultural information and form a destination image in the minds of potential tour-ists.However,due to the rapid development of artificial intelligence technology and the social media hype,"deceptive pictures"in tourism has increasingly become a prominent issue as photos can be edited easily and disseminated rapidly.Questions arise,such as:Will the"deceptive pictures"still promote tourists'will-ingness to act?Will this deceptive marketing method damage the trust of tourists?This study attempts to reveal the influence of pictures with different publicity channels and different degrees of authenticity on the brand trust and behavioral intentions of potential tourists from the perspective of constructivism authentic-ity theory.The study also integrates the theory of expectation failure to explore the spillover effect of"de-ceptive pictures"in tourism marketing,and compares and analyzes the changes of tourists'brand trust and behavioral intentions before and after the exposure of"deceptive pictures".It is found that a destination may benefit from photoshopped travel photos before the field/non-edited pictures are exposed.The"de-ceptive pictures"(vs real pictures)may produce a higher brand trust and stronger willingness to act in viewers,and the official publicity channel is more influential than the individual publicity channel in this regard.However,after the field photos were exposed,the side effects of photoshopped travel photos be-gan to appear.Because of the false expectation,"deceptive pictures"will have spillover effect,reducing tourists'brand trust and willingness to act,but there is no such negative effect in real publicity.At this time,official publicity can better maintain tourists'brand trust and willingness to act than individual pub-licity.The study confirmed that under different publicity channels,tourists'brand trust and willingness to act declined to varying degrees before and after the exposure of the phenomenon of"deceptive pictures".Compared with individual publicity,tourists had higher trust and tolerance for destination publicity photos under official publicity channels.This study expands the research on the spillover effect of tourism exag-gerated propaganda from the perspective of pictures,enriches the understanding of exaggerated propagan-da pictures in theory and practice,and is of great significance for controlling exaggerated propaganda,bet-ter developing self-media marketing and promoting social integrity construction.