摘要
旅游活动是一项体验性很强的消费活动。为了降低购买风险,旅游者倾向于在决策前搜集相关信息,而博客则是旅游者获取信息的重要渠道。博客中喜、怒、哀、乐等个人情绪的展示是其区别于其他信息来源的重要特征,该情绪可以感染博客浏览者,进而对其旅游意向产生影响。因此,以情绪感染理论为基础,利用实验法,通过实证分析,探讨旅游博客情绪展示对浏览者旅游意向的影响,并重点检验该过程中的调节作用和中介作用。结果显示,旅游博客情绪展示对浏览者的旅游意向有显著影响;情绪感染力和情绪易感性在该过程中起到调节作用;浏览者情绪在该过程中起到部分中介作用。
Tourist activity is a highly experienced activity.To reduce the risk of purchase,tourists tend to search for information in advance.Blog is regarded as an important channel of information.The personal emotion expressed in blog is an important characteristic which makes it different from other sources of information.Such emotions can infect blog readers,thereby affect their travel intentions.Therefore,based on the emotional contagion theory,this study uses experimental method and empirical analysis to explore the effect of emotion expression in travel blogs on tourists’ intentions.The analysis focuses on the effects of moderators and mediators in this process.The main research findings are as follows:The expression of emotion in travel blogs affects blog readers’ intention significantly;The emotional force and emotional sensitivity are testified asmediators in the process of “emotion expression in travel blogs affecting blog readers’ emotion”;The blog readers’ emotion is a partial mediator in the process of “emotion expression in travel blogs affecting tourists’ intention”.This study expands the application fields of emotional contagion theory,indicates new perspectives for the research of travel intentions,and provides reference and inspiration to develop tourism marketing activities in the network age.
作者
易婷婷
梁明珠
YI Tingting;LIANG Mingzhu(School of Tourism Management, South China Normal University,Guangzhou 510006, Guangdong, China;School of Management, Jinan University, Guangzhou 510632, Guangdong, China)
出处
《旅游研究》
2019年第1期1-15,共15页
Tourism Research
基金
国家自科基金项目"社交媒体情境下旅游者情绪分享的动机和作用机制研究"(71802086)
国家自科基金项目"服务性消费场域的空间实践与主体身份建构"(41601134)
教育部人文社科项目"基于情绪感染的网络虚拟体验对旅游意向的作用过程"(15YJC630161)
关键词
旅游博客
情绪展示
情绪感染
旅游意向
travel blog
emotion expression
emotional contagion
tourist intention
作者简介
易婷婷(1982—),女,湖南长沙人,副教授,博士,研究方向为旅游开发与管理;梁明珠(1954-),女,海南海口人,教授,博士生导师,研究方向为旅游开发与管理。
