摘要
在新冠肺炎疫情背景下,以涉入理论为依据,研究了基于抗疫音乐视频共情的目的地涉入对潜在旅游者行为意图的影响.通过对945份有效问卷的数据进行分析,结果发现:①抗疫音乐视频共情对目的地涉入的吸引力、中心性、象征、风险均有显著正向作用,而对行为意图没有显著作用;②目的地涉入的吸引力、中心性、风险对行为意图具有显著正向作用,目的地涉入的吸引力、中心性、象征、风险在抗疫音乐视频共情与行为意图之间具有显著完全中介作用;③旅游经验在抗疫音乐视频共情和吸引力之间具有显著负向调节作用,在抗疫音乐视频共情和风险之间具有显著正向调节作用.本研究将目的地涉入引入新冠肺炎疫情这一特殊情境中,探讨了其在旅游决策中的作用;以共情为切入点,为旅游学中音乐视频的研究提供了新的视角,从而为疫情背景下旅游目的地营销提供了建议.
Under the background of the novel coronavirus pneumonia epidemic,based on the involvement theory,this paper explores the impact of destination involvement based on empathy from anti-epidemic music video on potential tourists'behavioral intention.The results of an analysis of 945 questionnaires indicate that:empathy from anti-epidemic music video has a significant positive effect on attraction,centrality,sign and risk in destination involvement,but has no significant effect on tourists'behavioral intention;that attraction,centrality and risk in destination involvement have a significant positive effect on behavioral intention,and attraction,centrality,sign and risk in destination involvement have a full mediating effect between empathy from anti-epidemic music video and behavioral intention;and that travel experience plays a role of negative moderating variable between empathy from anti-epidemic music video and attraction,and has a positive moderating effect between empathy from anti-epidemic music video and risk.This study introduces destination involvement into the situation of novel coronavirus pneumonia epidemic and provides a new perspective for music video research in tourism through empathy.Thus,the study expands the theoretical mechanism of tourist decision-making and provides advice for tourism destination marketing under the background of the epidemic.
作者
王婷
薛涛
王芳
吴必虎
WANG Ting;XUE Tao;WANG Fang;WU Bi-hu(College of Urban and Environmental Sciences,Peking University,Beijing 100871,China;College of Tourism and Service,Nankai University,Tianjin 300350,China;College of Tourism,Huaqiao University,Quanzhou Fujian 362021,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26-39,共14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
共情
目的地涉入
行为意图
旅游经验
novel coronavirus pneumonia epidemic
music video
empathy
destination involvement
behavioral intention
travel experience
