摘要
随着移动短视频应用的不断发展,“短视频+美食”已经成为众多旅游目的地营销的重要方式。本文探讨美食短视频感知价值对旅游者行为意向的影响,借助“认知—情感—意向”关系理论,将感知价值分为功能价值、情感价值和社交价值三个维度,引入心流体验和信任两个中介变量,构建美食短视频感知价值对旅游者行为意向的影响机制模型。通过问卷调查收集数据,运用结构方程模型和Bootstrap方法进行影响路径分析和中介效应检验。研究发现:情感价值和社交价值对旅游者行为意向存在显著正向影响,心流体验和信任在功能价值、情感价值、社交价值和旅游者行为意向之间起到正向中介作用。基于此,旅游目的地应充分挖掘当地美食消费感知价值,吸引潜在游客;营造沉浸式美食场景氛围,减少目的地与游客间的距离感;加强对旅游目的地的建设和管理,打造美食旅游品牌,促进良性传播营销。
With the continuous development of mobile short video applications,“short video+food”has become an important way of tourism destination marketing.This article discusses the influence of the perceived value of short food videos on tourists’behavioral intention.With the help of the“Perception-Emotion-Intention”relationship theory,the article divides the perceived value into three dimensions:functional value,emotional value and social value,and introduces two intermediary variables,flow experience and trust,to construct a model of the influence mechanism of the perceived value of short food videos on tourists’behavioral intention.Data were collected through questionnaire survey,and structural equation model and Bootstrap method were used to analyze the influence path and test the mediation effect.The study found that emotional value and social value had a significant positive impact on tourists'behavioral intention.Flow experience and trust played a positive mediating role between functional value,emotional value,social value and tourists’behavioral intention.Based on this,tourism destinations should fully tap the perceived value of local food consumption to attract potential tourists;Create an immersive food scene atmosphere to reduce the sense of distance between the destination and tourists;Strengthen the construction and management of tourist destinations,build food tourism brands,and promote benign communication and marketing.
作者
董亚娟
张梦洁
DONG Yajuan;ZHANG Mengjie(Chang’an University,Xi’an 710064)
出处
《价格理论与实践》
北大核心
2025年第2期165-169,242,共6页
Price:Theory & Practice
基金
国家自然科学基金青年项目“供应商与客户互动过程管理机制对价值共创绩效的影响机理和转化路径研究”(71902013)
关键词
美食短视频
感知价值
心流体验
旅游行为意向
short food video
perceived value
flow experience
tourism behavior intention
