摘要
新冠疫情对中国文旅产业造成了巨大冲击,旅游直播成为不少旅游企业自救的手段。如何通过旅游直播提升旅游消费者参与,促进旅游产业线上线下融合发展,成为旅游直播亟待解决的问题,学术界关于这一问题的研究还很匮乏。文章基于SOR理论,探索旅游直播交互性对旅游消费者参与意愿的内在影响机制。通过对261份有效样本的实证分析表明:交互性提高了旅游消费者参与意愿,空间临场感和心流体验在交互性和旅游消费者参与意愿的关系中发挥了部分中介作用。该研究结果厘清了旅游直播交互性与旅游消费者参与意愿之间的影响机理,丰富了旅游直播与旅游消费者参与意愿理论研究,为旅游直播提供了新的理论参考。
The COVID-19 epidemic has caused a huge impact on the cultural and tourism industry in China. Tourism live streaming has become a self-help method for many tourism enterprises. How to enhance the participation of tourism consumers and promote the integrated development of online and offline through tourism live streaming has become an urgent problem to be solved,but research on this issue is still scarce. Based on SOR theory, this paper explores the internal influence mechanism of tourism live streaming interactivity on the participation intention of tourism consumers. Through the empirical analysis of 261 valid samples, it is found that interactivity improves the participation intention of tourism consumers, spatial presence and flow experience play a mediating role in the relationship between interactivity and participation intention. The results of this study clarify the influence mechanism between the interactivity of tourism live streaming and the participation intention of tourism consumers, enrich the theoretical research on tourism live streaming and the participation intention of tourism consumers, and provide a new theoretical reference for tourism live streaming.
作者
郑冉冉
叶成志
李璐龙
Zheng Ranran;Ye Chengzhi;Li Lulong(School of Economics and Management,Zhejiang Normal University,Jinhua 321004,China)
出处
《新疆农垦经济》
2022年第4期82-92,共11页
Xinjiang State Farms Economy
基金
国家社会科学基金资助项目(项目编号:15GBL120)。
关键词
旅游直播
交互性
旅游消费者参与意愿
空间临场感
心流体验
tourism live streaming
interactivity
tourism consumers’willingness to participate
spatial presence
flow experience
