摘要
旅游广告和口碑是影响目的地形象的两类重要信息源。文章从消费者诉求角度将旅游广告分为能力型和诚意型两类,从消费指向角度将网络负面口碑分为指向核心消费型和指向非核心消费型两类,基于期望违背效应理论构建不同旅游广告和不同网络负面口碑对目的地形象影响的分析框架,通过设计2(旅游广告:能力型VS诚意型)×2(网络负面口碑:指向核心消费型VS指向非核心消费型)×2(组合次序:旅游广告在前VS旅游广告在后)的情景模拟实验,重点考察旅游广告和网络负面口碑对目的地形象影响的次序效应及交互效应。研究结果如下:(1)较之"后呈现旅游广告"情境,"先呈现旅游广告"情境的目的地形象评价更低。(2)广告呈现在前条件下:较之诚意型广告与非核心消费型网络负面口碑组合,诚意型广告与核心消费型网络负面口碑组合致使目的地形象评价更低;较之能力型广告与核心消费型网络负面口碑组合,能力型广告与非核心消费型网络负面口碑组合引致更低的目的地形象评价。(3)广告呈现在后条件下:较之核心消费型网络负面口碑与能力型广告组合,核心消费型网络负面口碑与诚意型广告组合导致目的地形象评价更高;较之非核心消费型网络负面口碑与能力型广告组合,非核心消费型网络负面口碑与能力型广告组合致使消费者对目的地形象评价更高。文章为目的地形象形成和演化研究提供了理论基础,为目的地营销组织管理旅游广告和网络负面口碑以维护目的地形象提供借鉴指导。
Tourism advertisement（AD） and word of mouth are two important information sources which affect destination image. This paper divided tourism AD into warmth AD and competent AD from the perspective of consumer appeal, and divided online negative word-of-mouth（O-NWOM） into core type and noncore type from the perspective of consuming point. Based on Expectation Violation Effect Theory, this paper constructed a model of effect of different ADs and different O-NWOMs on destination image.Through the design of 2（tourism AD： warmth AD and competent AD）×2（O-NWOM： core type VS noncore type）×2（combination order： AD before VS AD after）scenario simulation experiment, this paper explored order effect and interaction effect of tourism AD and O-NWOM on destination image. Results show that：（1） compared to the situation of＂AD after O-NWOM＂, the evaluation of destination image is lower in the situation of＂AD before O-NWOM＂;（2） on the premise of＂AD before O-NWOM＂, the combination of warmth AD and core O-NWOM leads to lower evaluation of destination image than the combination of warmth AD and noncore O-NWOM leads to, and the combination of competent AD and noncore O-NWOM leads to lower evaluation of destination image than the combination of competent AD and core O-NWOM leads to;（3） on the premise of＂AD after O-NWOM＂, the combination of core O-NWOM and warmth AD leads to higher evaluation of destination image than the combination of core O-NWOM and competent AD leads to, and the combination of noncore O-NWOM and competent AD leads to higher evaluation of destination image than the combination of noncore O-NWOM and warmth AD leads to.Theoretical contributions of this study would mainly reflect in the following two areas. Firstly, this study did not follow the previous researches about WOM classification from the perspective of WOM＇s own attributes, but from the perspective of structure of tourist＇s consumption. Such new classification of WOM will help to enrich the research perspective about impact of the WOM on destination image.Secondly, this study explored interaction effects of two AD types and two O-NWOM types on destination image, which would help to expand and deepen the theoretical framework about the impact of different information sources on destination image. Meanwhile, there are some important management implications. On the one hand, this study will provide reference for classifications of tourism Ads and O-NWOMs so that destination marketing organizations will targeted classify to manage them. On the other hand, it will be beneficial for destination marketing organizations and supervision departments of tourism industries to carry out social macro-management.In short, this study provides a theoretical basis for the research on destination image formation and evolution, and also provides a reference guide to manage tourism AD and O-NWOM for destination marketing organization in order to maintain destination image.
出处
《旅游学刊》
CSSCI
北大核心
2017年第12期37-48,共12页
Tourism Tribune
基金
国家自然科学基金项目"‘关系’视角下顾客群体性抱怨的心理机制及服务补救研究"(71602104)/"渠道边界人员情感关系对机会主义行为影响研究"(71602102)
中国博士后科学基金面上项目"群体服务失误下顾客间‘关系’互动对抱怨的影响研究"(2015M580603)
山东省高校人文社会科学项目"网络负面口碑对旅游目的地品牌资产的影响研究"(J15WB06)/"渠道成员窜货行为前因研究"(J15WB21)共同资助~~
关键词
旅游广告
广告诉求
网络负面口碑
目的地形象
tourism advertisement
advertisement appeal
online negative word-of-mouth
destination image
