摘要
以新冠肺炎疫情为背景,研究了重大疫情下潜在旅游者风险承受力对出游意愿的作用机制,并分析了音乐视频中地方意象的前因影响和熟悉度的调节作用.通过对945份有效问卷的数据进行结构方程模型分析,结果表明:①重大疫情下基于抗疫音乐视频的情感意象对潜在旅游者风险承受力具有正向作用,风险承受力对出游意愿具有正向作用,风险承受力在情感意象与出游意愿之间具有部分中介作用;②重大疫情下基于抗疫音乐视频的认知意象对情感意象具有正向作用,情感意象在认知意象与风险承受力之间具有完全中介作用;③重大疫情下潜在旅游者熟悉度在风险承受力与出游意愿之间具有调节作用.该研究将风险承受力引入重大疫情这一特殊情境中,探讨了潜在旅游者风险承受力对出游意愿的影响,拓展了旅游者决策的理论机制,并为旅游目的地危机管理提供了对策.
Under the background of the novel coronavirus pneumonia epidemic,the mechanism of effect of potential tourists'risk tolerance on their travel intention is studied in this paper,and the antecedent effect of place image in music video and the moderating effect of familiarity are discussed.An analysis of the data of 945 valid questionnaires with SEM(structural equation model)indicate that affective image based on anti-epidemic music video has a positive effect on potential tourists'risk tolerance,the risk tolerance has a positive effect on potential tourists'travel intention,and potential tourists'risk tolerance has a partial mediating effect between affective image and travel intention;that cognitive image formed by potential tourists based on anti-epidemic music video has a positive effect on affective image,and affective image has a full mediating effect between cognitive image and risk tolerance;and that familiarity plays the role of moderating variable between potential tourists'risk tolerance and travel intention.In conclusion,this study introduces risk tolerance into the major epidemic situation and explores the impact of potential tourists'risk tolerance on travel intention,thus expanding the theoretical mechanism of tourist decision-making and providing countermeasures for crisis management of tourist destinations.
作者
王婷
吴必虎
王芳
薛涛
WANG Ting;WU Bi-hu;WANG Fang;XUE Tao(College of Urban and Environmental Sciences,Peking University,Beijing 100871,China;College of Tourism,Huaqiao University,Quanzhou Fujian 362021,China;College of Tourism and Service,Nankai University,Tianjin 300350,China)
出处
《西南大学学报（自然科学版）》
CAS
CSCD
北大核心
2020年第9期1-13,共13页
Journal of Southwest University(Natural Science Edition)
基金
国家社会科学基金项目(18BGL155).
关键词
新冠肺炎疫情
音乐视频
地方意象
风险承受力
出游意愿
危机管理
novel coronavirus pneumonia epidemic
music video
place image
risk tolerance
travel intention
crisis management
