旅游者社交媒体分享对旅游体验的影响研究——网络社会支持和积极情绪的中介作用

A Study on the Impact of Social Media Sharing among Tourists on Tourism Experience——The Mediating Role of Online Social Support and Positive Emotions

社交媒体不仅重塑旅游者信息传播和分享行为,而且拓展了虚实并行的旅游空间。分享过程中“晒”与“赞”的互动循环为旅游体验赋予了新的内涵和价值,也使得旅游体验在社交媒体平台上得到了更加丰富和多元的表达。基于此,研究依据拟剧和积极情绪拓展构建理论框架,采用结构方程模型,深入探讨旅游者社交媒体分享的心理变化与情绪价值,揭示旅游者社交媒体分享与旅游体验之间的关系。研究发现:旅游者社交媒体分享对旅游体验的影响不具有直接性,但却是网络社会支持和积极情绪的驱动因素;互动行为的存在是旅游体验产生的根源,其主要表现为网络社会支持;积极情绪在旅游者社交媒体分享与旅游体验之间发挥单独中介作用,并且通过网络社会支持发挥链式中介作用。因此,旅游者可以通过社交媒体分享,拓展新的旅游空间、创造新人际互动模式、促进新内容生产,从而建立旅游体验新认知和实现旅游体验的新塑造。其结果不仅有助于了解和掌握当前旅游消费者的行为和心理特征,而且有助于旅游服务提供商改进与创新服务方法和产品质量,为提升旅游者的旅游体验提供建议和指导。

Social media not only reshapes the information dissemination and sharing behavior of tourists,but also expands the tourism space of virtual and real parallel.The interactive cycle of“sharing”and“liking”during the sharing process has constructed a deep tourism experience that spans time and space in the new media era.Based on this,this study constructs a theoretical framework based on parody and positive emotion expansion,using a structural equation model to deeply explore the psychological changes and emotional value of social media sharing among tourists,and reveal the relationship between social media sharing and tourism experience among tourists.Research has found that social media sharing does not have direct impact on tourists travel experience,but is a driving factor for online social support and positive emotions;The existence of interactive behavior is the root cause of tourism experience,mainly manifested as online social support;Positive emotions play a separate mediating role between social media sharing and tourism experience among tourists,and through online social support,they play a chain mediating role.Therefore,tourists can expand new tourism spaces,create new interpersonal interaction modes,and promote new content production through social media sharing,thereby establishing new perceptions of tourism experience and achieving new shaping of tourism experience.The results contribute not only to the understanding of the behavioral and psychological characteristics of current tourism consumers,but also to the improvement of service methods and product quality by tourism service providers,providing suggestions and guidance for enhancing the tourism experience of tourists.