摘要
人与目的地之间的互动会涉及多重感官体验,尤其在美食旅游领域。本研究引入感官营销理论,以《奇食记》中关于广西柳州螺蛳粉的视频片段为例,运用感官知觉的五个维度对旅游者的感知体验效果进行测量与检验,探讨以柳州螺蛳粉为代表的地方美食的感官营销维度差异以及感官体验对旅游目的地产生的态度与行为影响程度。研究通过准实验法和实地调研问卷数据分析感官营销在旅游目的地形象中的实践效果与认知价值。结果发现:①感官营销通过感官印象和感知形象正向影响旅游者对目的地的态度,从而影响旅游行为意向;②相较于普通营销模式,多元感官营销的方式能更有效提升旅游者对目的地的积极态度和行为;③五感中的听觉感官在美食营销中具有显著影响。
Interaction between people and destinations involves multiple sensory experiences,especially in the field of food tourism.This paper introduces the theory of sensory marketing.Taking the video clips about Liuzhou Luosifen in Guangxi from“Crazy Delicious Documentary”as an example,it uses the five dimensions of sensory perception to measure and test the perceptual experience effects of tourists,and discusses the differences in the sensory marketing dimensions of local cuisine represented by Liuzhou Luosifen,as well as the extent to which sensory experiences affect attitudes and behaviors towards the tourism destinations.The study analyzes the practical effects and cognitive value of sensory marketing in tourism destination image through quasi experimental methods and field survey questionnaire data.The results show that:①Sensory marketing positively influences tourists’attitudes towards a destination through sensory impressions and perceived image,thereby influencing their travel behavioral intentions.②Compared to ordinary marketing models,multi-sensory marketing can more effectively enhance tourists’positive attitudes and behaviors towards the destination.③Among the five senses,auditory sensation has a significant impact on food marketing.
作者
郭旸
黄钰淳
江铭娅
GUO Yang;HUANG Yuchun;JIANG Mingya(Department of Tourism,Fudan University,Shanghai 200433,China)
出处
《美食研究》
北大核心
2025年第3期16-25,共10页
Journal of Researches on Dietetic Science and Culture
基金
国家重点研发计划“文化科技与现代服务业”重点专项课题(2023YFF0905000)
上海市“十五五规划”平行研究项目(IDH4300010/075)。
关键词
感官营销
美食旅游
感官体验
旅游目的地态度
sensory marketing
food tourism
sensory experience
tourism destination attitude
作者简介
通信作者:郭旸,女,复旦大学旅游学系副教授,博士,主要从事旅游产业经济研究,E-mail:fdgy@fudan.edu.cn;黄钰淳,女,复旦大学旅游学系硕士研究生,主要从事旅游产业经济研究。
