摘要
以新冠肺炎疫情为背景,以感官营销理论为指导,构建了抗疫音乐视频中的地方意象对地方依恋和行为意愿的关系模型,并进行实证检验.结果表明:①抗疫音乐视频中的认知意象和情感意象对潜在旅游者地方依靠和地方认同存在显著的正向影响;②抗疫音乐视频中的认知意象和情感意象对潜在旅游者行为意愿存在显著的正向影响,潜在旅游者地方依靠和地方认同对其行为意愿存在显著的正向影响;③潜在旅游者地方依靠和地方认同在抗疫音乐视频中的认知意象和情感意象与潜在旅游者行为意愿之间具有部分中介作用.探讨了抗疫音乐视频中的地方意象对潜在旅游者地方依恋与行为意愿的作用机制,拓展了旅游者决策的理论内容,丰富了音乐视频在旅游研究中的应用,并提出了相应的旅游目的地营销管理对策.
Under the background of the novel coronavirus pneumonia epidemic,with the guidance of sensory marketing theory,the study constructs a relationship model of place image in anti-epidemic music video,place attachment and behavioral intention by conducting an empirical research.Results indicate that the cognitive image and the affective image in anti-epidemic music video have significant positive effects on the potential tourists'place dependence and place identity;that the cognitive image and the affective image in anti-epidemic music video have significant positive effects on the potential tourists'behavioral intention,and the potential tourists'place dependence and place identity have significant positive effects on their behavioral intention;and that potential tourists'place dependence and place identity have a partial mediating effect between the cognitive image and the affective image in anti-epidemic music video and the potential tourists'behavioral intention.This study explores the impact mechanism of place image in anti-epidemic music video on potential tourists'place attachment and behavioral intention and proposes a marketing management strategy of tourism destination.It is believed that it expands the theory of tourist decision-making and enriches the application of music video in tourism research.
作者
王芳
薛涛
王婷
吴必虎
WANG Fang;XUE Tao;WANG Ting;WU Bi-hu(College of Tourism,Huaqiao University,Quanzhou Fujian 362021,China;College of Tourism and Service,Nankai University,Tianjin 300350,China;College of Urban and Environmental Sciences,Peking University,Beijing 100871,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14-25,共12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
地方依恋
行为意愿
novel coronavirus pneumonia epidemic
music video
place image
place attachment
behavioral intention
