摘要
在数字化时代下,网络口碑逐渐成为影响游客旅行决策的重要因素,尤其在国际传播语境中,其对城市形象塑造与目的地营销的作用愈发凸显。文章以泉州为例,采用问卷调查收集数据且运用结构方程模型(SEM)进行实证分析,探讨网络口碑如何通过感知价值与情感信任的中介作用影响游客的旅行意愿。研究发现,网络口碑对旅行意愿具有显著的正向影响;感知价值和情感信任在其中发挥了重要的中介作用,且感知价值的中介效应更为显著。此外,感知价值和情感信任在网络口碑与旅行意愿之间形成链式中介效应,进一步强化了网络口碑对游客旅行决策的影响。这一发现深化对网络口碑影响机制的理解,为泉州在国际旅游市场推广中提供理论支撑与实践指导,也为其他城市在数字化语境下优化国际传播策略提供借鉴。
In the digital era,internet word of mouth has gradually become a key factor influencing tourists’travel decision making.Especially within the context of international communication,it plays an increasingly prominent role in shaping city image and promoting destination marketing.Taking Quanzhou as a case study,this research explores how internet word of mouth affects tourists’travel intention through the mediating effects of perceived value and emotional trust.Data were collected through a questionnaire survey and analyzed using Structural Equation Modeling(SEM).The empirical results revealed that internet word of mouth exerted a significant positive impact on travel intention.Both perceived value and emotional trust served as important mediators in this relationship,with perceived value demonstrating a more substantial mediating effect.Moreover,perceived value and emotional trust together formed a chain mediation effect between internet word of mouth and travel intention,further reinforcing the influence of internet word of mouth on tourists’travel decision making.These findings deepen the understanding of the influence mechanism of internet word of mouth and provide theoretical support and practical guidance for promoting Quanzhou in the international tourism market.They also offer valuable insights for other cities seeking to optimize international communication strategies in the digital context.
作者
杨思凡
YANG Sifan(School of Literature and Communication,Quanzhou Normal University,Quanzhou Fujian 362000,China)
出处
《泉州师范学院学报》
2025年第3期29-36,共8页
Journal of Quanzhou Normal University
基金
泉州市社会科学规划项目(2024E09)。
关键词
网络口碑
感知价值
情感信任
旅行意愿
泉州
internet word of mouth
perceived value
emotional trust
travel intention
Quanzhou
