摘要
同一旅游地视觉信息前后矛盾的旅游者生成照片在社交媒体情境下经过整合与二次传播,易诱发潜在旅游者的认知失调,对旅游目的地的可持续发展产生不利影响。文章从社会认知理论和认知失调理论出发,以目的地信任为中介因素,探讨潜在旅游者在社交媒体情境下认知失调对旅游意向的影响机制及自我效能感的调节作用。以“小红书三亚清水湾蓝房子滤镜照骗事件”为案例,运用偏最小二乘结构方程模型对收集的680份问卷数据进行实证检验,结果表明:用户卷入度和情境模糊性是诱发潜在旅游者认知失调的重要因素;认知失调会进一步诱发潜在旅游者对目的地的不信任情感倾向,并负向影响其旅游意向;自我效能感在认知失调对目的地信任和旅游意向的负向影响关系中具有调节作用。研究结论为科学认识旅游滤镜“照骗”事件情境下认知失调效应的内在逻辑提供理论基础,也为旅游目的地、社交媒体平台和旅游者提供相应的实践启示。
Tourist-generated photograph,as the primary mode of information exchange on social media,serve as an important cue for visual marketing of destinations.These images are especially vital for potential tourists who have difficulty accurately assessing the quality of services at a destination prior to visiting.However,inconsistencies in visual information about the same tourist destination,after integrated marketing communication and second spreading on social media,tend to induce cognitive dissonance among potential tourists and undermine the sustainable development of the destination by eroding trust.Based on social cognition and cognitive dissonance theories,this study examines the effect mechanism of cognitive dissonance on potential tourists’travel intentions in the social media context and the moderating role of self-efficacy from a mixed perspective of communication and social psychology,with destination trust as a mediating factor.Using the Sanya Qingshui Bay Blue House incident on Xiaohongshu,a Chinese social media and e-commerce platform,as a case study,this study made an empirical test of 680 questionnaires collected,employing partial least squares structural equation modeling(PLS-SEM).The results show that user involvement and contextual ambiguity are important factors in evoking cognitive dissonance among potential tourists;This dissonance fosters distrust towards the tourist destination,negatively influencing travel intentions;Self-efficacy plays a crucial role in moderating these negative effects.Specifically,potential tourists with high self-efficacy prefer to adopt an action-oriented approach,actively mitigating the impact of the negative state and reassessing the destination’s value and associated risks.In contrast,those with low self-efficacy are more likely to resort to state-oriented coping mechanisms.This study provides a theoretical basis for systematically understanding the inner logic of cognitive dissonance arising from overly filtered travel photos in tourism,affirming the relevance of cognitive dissonance theory in this context.It introduces new variables for examining the antecedents of cognitive dissonance and expands the scope of research in this area.Empirical findings reveal the positive predictive effect of cognitive dissonance on relative deprivation among potential tourists.The study offers practical insights for policymakers to address the adverse effects of pervasive filtered travel photos on social media,encouraging destinations to enhance service quality to stimulate users’potential travel demand.
作者
马勇
张颖
MA Yong;ZHANG Ying(School of Tourism Management,Hubei University,Wuhan 430062,China;Key Tourism Research Bases of Humanities and Social Sciences in Hubei Province,Wuhan 430062,China)
出处
《旅游学刊》
北大核心
2025年第6期28-41,共14页
Tourism Tribune
基金
国家社会科学基金重大项目“协同推进绿色低碳消费的体制机制和政策创新研究”(23&ZD096)资助。
关键词
社交媒体
认知失调
目的地信任
自我效能感
social media
cognitive dissonance
destination trust
self-efficacy
作者简介
马勇(1959-),男,湖北武汉人,博士,教授,研究方向为旅游消费者行为、目的地管理和旅游可持续发展,E-mail:mytcn@126.com;通讯作者:张颖(2000-),女,湖北神农架人,硕士研究生,研究方向为旅游消费者行为,E-mail:Theodorezyn@163.com。
