摘要
旅游业中智慧营销伴随人们的情感触点为旅游营销提供了策略,情感触点与智慧营销的融合对旅游品牌真实性感知的影响作用与机制值得探讨。文化认同赋予了游客归属感,促使他们探究旅游的真实性。文章从文化认同视角出发,采用头脑风暴法选取实验刺激、设计量表并展开线下情景实验,对回收的有效数据进行分析。探讨了文化认同、情感触点、智慧营销、体验价值和品牌真实性感知的影响机制。研究结果表明:游客的文化认同、体验价值、智慧营销均显著正向影响游客的品牌真实性感知;智慧营销引发的情感显著正向影响游客的体验;消费者的文化认同与智慧营销正相关。建议旅游目的地关注游客的文化需求,突出特色文化内涵,借助智慧技术创新构建“智慧+文化”模式,提升旅游品牌真实性感知。
Smart marketing in tourism accompanied by people’s emotional trigger points provides strategies for tourism marketing,and the role and mechanism of the influence of emotional trigger points and the integration of wisdom marketing on the perception of tourism brand authenticity are worth exploring.Cultural identity gives tourists a sense of belonging and motivates to explore the authenticity of tourism.From the perspective of cultural identity,the brainstorming method was used to select experimental stimuli,design scales and launch offline scenario experiments,and the recovered valid data were analyzed.The study explores the influence mechanism of cultural identity,emotional trigger points,smart marketing,experience value and brand authenticity perception.The results of the study show that tourists’cultural identity,experiential value,and smart marketing all significantly and positively affect tourists’perception of brand authenticity.The emotion triggered by smart marketing significantly and positively affects tourists’experience;and consumers’cultural identity is positively correlated with smart marketing.It is suggested that tourism destinations should focus on the cultural needs of tourists,highlight the special cultural connotations,and build a“wisdom+culture”model with the help of wisdom technology innovation to enhance the perception of tourism brand authenticity.
作者
于锦荣
张立胜
涂梦君
YU Jinrong;ZHANG Lisheng;TU Mengjun(School of Economics and Management,Nanchang Hangkong University,Nanchang 330063,China;Greenland Convention and Exhibition of Nanchang,Nanchang 330006,China)
出处
《科技和产业》
2025年第10期102-110,共9页
Science Technology and Industry
基金
2024年江西省社科规划项目(24GL49)。
关键词
文化认同
情感触点
智慧营销
体验价值
品牌真实性感知
cultural identity
emotional trigger point
smart marketing
experiential value
perceived brand authenticity
