旅游在线视频研究:发展、主题与趋势

Research on Tourism Online Video:Progress,Themes,and Trends

学术界越来越多地关注在线视频在旅游和酒店领域中的应用,但目前国内外尚缺少相应的综述性研究。文章从Scopus和中国知网搜集到360篇文献,运用CiteSpace 5.7.R5和VOSviewer 1.6.18软件对文献进行分析,包括文献来源、施引和共被引关系、关键词共现与聚类等,并使用内容分析法对文献内容和使用理论进行梳理,划分出在线视频的3大方向和6个具体的研究方向,并对有关研究的理论和方法运用进行了梳理。该研究可为旅游在线视频后续研究的主题选择、理论运用及方法使用等提供参考。

More and more consumers are using online video platforms to obtain tourism information and experience through online videos.With the market's development,destination management organizations have also shifted their focus to the marketing of online videos,with some destinations becoming famous overnight.Video has become a crucial intermediary between users and travel destination management organizations.As the application of online video in tourism grows,scholars in tourism and hotel studies have gradually turned their attention to this significant field.However,there is still a global lack of literature reviews in this area,and the related concepts are not clearly defined.Based on the existing research,this paper primarily focuses on non-live tourism online videos,which are produced in advance and then released on network platforms.Compared to live video,this type of video offers a distinct psychological space for the audience and a different mechanism of influence.Moreover,such videos have a vast user base and significant potential to promote tourism development.Therefore,it is essential to discuss these videos and analyze their research status and practical applications to leverage them more effectively.For this purpose,this paper collected 360articles on video and tourism from Scopus and CNKI,employing Cite Space 5.7.R5 and VOSviewer1.6.18 software to analyze the articles,including literature sources,citation and co-citation relationships,keyword co-occurrence,and clustering analysis.The findings reveal that related research received considerable attention in 2008,with a rapid increase in 2016—2017 and 2020—2021.A significant number of articles have been published in important tourism journals.In this paper,content analysis is further utilized to organize the literature's content and theories,refine research topics,theories,and methods,and summarize the overall situation and future trends of current research.This paper categorizes the existing research on tourism online videos into three perspectives:online video production,the use of tourism management&marketing,and audience influence.It also subdivides these into six research directions under different backgrounds to construct a research framework for online video.Regarding online video production,it is divided into three aspects:online prefabricated video making,online video platforms,and video enhancement experience technology.In the context of tourism management&marketing,it is categorized into two aspects:online video management and online video application during COVID-19.Concerning audience influence,previous research is divided into two parts:user experience and user-generated video.In terms of theoretical application,past research has primarily employed reasoned action theory,destination image-related theory,interaction theory,S-O-R theory,and media-related theory.Regarding method application,previous studies have mostly utilized qualitative research,while quantitative research and mixed-methods research also constitute a significant proportion.Based on this,the paper proposes future research prospects,including four aspects:related concepts and theories of online video,research perspective,detailed studies on online video production,and interaction between marketing stakeholders.This aims to provide guidance for related research and future tourism practice.