新媒体视角下网络口碑对乡村旅游者决策行为的影响

The impact of internet word-of-mouth on rural tourists′decision-making behavior from the perspective of new media

新媒体平台已经成为旅游者相互沟通的重要途径。基于S-O-R理论构建新媒体的使用和乡村旅游地网络口碑对乡村旅游决策行为的影响模型,以苏州市3个乡村旅游地为案例地进行问卷调查与结构方程模型建模分析。结果显示:(1)新媒体平台中旅游地信息质量显著正向影响旅游者心理感知和乡村旅游地网络口碑;(2)乡村旅游地网络口碑显著影响乡村旅游者决策行为;(3)新媒体平台中旅游地信息质量和旅游者心理感知对乡村旅游决策行为无显著影响;(4)在新媒体平台旅游地信息质量对乡村旅游决策行为产生影响的路径中,乡村旅游地网络口碑产生中介效应,心理感知无中介作用。在新媒体使用范围、影响力不断提升的情况下,重视乡村旅游地的新媒体服务营销水平以及网络口碑,有助于促进潜在乡村旅游者的转化,更好地满足旅游者的体验需求,推动乡村旅游的高质量发展。

New media platforms have become a crucial means for tourists to communicate.According to the S-O-R theory,this paper constructed structural equation model to analyze the impact of new media use and rural tourism destination internet word-of-mouth(IWOM)on rural tourism decision-making behavior based on survey questionnaires on the spot from three rural tourism desti-nations in Suzhou City.The results indicated that:①The quality of tourist destination information on new media platforms significantly positively affected tourists′psychological perception and the online reputation of rural tourism destinations.②The IWOM of rural tourism destinations significantly influenced rural tourism decision-making behavior.③The information quality of tourist destinations and tourists′psychological perception on new media platforms did not significantly impact rural tourism decision-making behavior.④In the path of how the quality of tourism destination information on new media platforms affected rural tourism decision-making behav-ior,IWOM of rural tourism destinations played a mediating role,whereas tourists′psychological perception did not.This paper demon-strated that,with the expanding scope and influence of new media,focusing on the marketing level of new media services and IWOM in rural tourism destinations could help attract potential rural tourists,better meet tourists′experiential needs,and promote the high-qual-ity development of rural tourism.