影像、口碑和文本的传播效果及其对旅游期望的影响研究

发布时间：2019-05-24 18:17

【摘要】：在互联网普及之前,人们主要从电视、报纸、杂志、书籍及亲朋好友处获取信息。然而,随着计算机、互联网的发展,网络俨然成为人们获取信息的主要渠道,越来越多的旅游消费者热衷于在线获取旅游信息。潜在旅游者通过观看互联网中目的地的视频,阅读口碑和游记,对目的地持有一定的意象,而期望的产生建立在意象的基础之上。以此为研究思路,本研究主要回答以下4方面的问题： 1.影像、口碑和文本的传播效果如何?哪种媒介的传播效果更好? 2.哪些因素影响影像、口碑和文本的传播效果? 3.非旅游信息和旅游信息在塑造人们对目的地的意象方面有无差异? 4.旅游意象与旅游期望之间有哪些联系? 本研究同时使用了量的研究方法和质的研究方法。在量的研究部分,通过问卷调查法收集资料,使用spss16.0对数据进行录入和整理,采用方差分析法对影像、口碑和文本三种媒介在认知意象、情感意象和意动意象层面的传播效果进行分析。在质的研究部分,首先,使用质性分析的方法分析了影响传播效果的因素；其次,按照三级编码方式对旅游意象进行编码；最后,分析了旅游意象和旅游期望之间的关系。本研究的主要结论如下： 1.在认知意象层面,总体来看影像、口碑和文本的传播效果不存在显著差异,但在个别题项上存在显著差异；在情感意象层面,影像、口碑和文本的传播效果存在显著差异,口碑、文本的传播效果优于影像；在意动意象层面,影像、口碑和文本的传播效果存在显著差异,口碑的传播效果最好,其次是文本,最后是影像。 2.通过对调查对象进行访谈,本研究认为以下因素影响传播效果：①传播方式影响情感意象。视频主要以陈述的方式展现目的地,运用理性的力量说服受众；而游记在介绍目的地的同时会表达作者自身对目的地的某种感情,作者在整个信息传播过程中扮演着意见领袖的角色,他的意见和看法会对受众产生影响。②传播内容影响认知意象和意动意象。③信源的可信性影响整体传播效果。传播者决定传播内容,但是从宣传或说服的角度而言,即便是同一内容的信息,如果出于不同的传播者,受众对其接受程度是不一样的,因为人们首先会根据传播者自身的可信性对信息的真伪和价值作出判断。④受众个人因素影响整体传播效果。由于每个人知识结构、求知欲、性格和习惯的不同,其信息接受行为也各具特点,这些特点会直接或间接的影响传播效果。但相比于情感意象和意动意象,个人因素对认知意象的影响则不明显。 3.本研究对旅游意象进行编码,以探究意象和期望之间的关系。在以原始意象、诱导意象和复合意象为3类核心编码的基础上,形成景点意象、历史意象、文化意象、休闲意象、生活意象、正向意象和负向意象7个轴心编码。 4.通过对意象和期望进行分析,本研究认为：不同的意象影响期望的不同方面,并且意象与期望间的作用是双向的。具体提出了如下三个命题：①在人们前往目的地之前,不只是诱导意象决定期望,原始意象同样决定期望。②原始意象中的景点意象,尤其是一些标志性景点意象,是显性期望的重要组成部分。③意象和期望的作用是双向的。隐性期望直接影响复合意象,隐性期望的实现往往产生正向的复合意象。在结构上,本研究由六部分组成：第一部分：绪论。由研究缘起、理论意义和现实意义、研究内容三部分组成。第二部分：文献综述。这一部分主要从传播效果、旅游意象和旅游期望三个方面梳理相关研究成果,在此基础上提出了本文的研究问题。第三部分：研究设计。该部分包括：研究设计、研究假设、对相关概念的界定、目的地的选择、问卷设计和研究方法等内容。第四部分：数据分析。主要使用方差分析法从认知意象、情感意象和意动意象三个层面研究影像、口碑和文本的传播效果。在该章结束部分,通过分析访谈资料,探讨了影响传播效果的因素。第五部分：旅游意象的识别及意象与期望的关系。这一部分通过分析访谈资料和游记文本资料,对旅游意象进行编码,在此基础上探讨了旅游意象与旅游期望之间的关系。第六部分：结语。该部分对全文进行了总结,具体包括研究结论、研究局限和研究展望。
[Abstract]:Before the popularity of the Internet, people have access to information from television, newspapers, magazines, books and relatives and friends. However, with the development of the computer and the Internet, the network has become the main channel of people's access to information, and more and more tourists are keen to get the travel information online. The potential tourists, by viewing the video of the destination in the Internet, reading the word of mouth and the travel notes, hold a certain image for the destination, and the expected production is based on the image. In this way, this study mainly answers the following four questions: 1. The effects of image, word-of-mouth and text What? What kind of medium's transmission effect is more good?2. What factors affect the transmission of images, word-of-mouth and text Broadcasting effect?3. Non-tourism information and travel information in shaping people's image of the destination Is there a difference in the face?4. Tourism image and tourism expectation What are the links between this study and the amount of study used at the same time Methods and qualitative research methods were used. The data were collected by the questionnaire method. The data were recorded and sorted by the questionnaire method. The three media of the image, the word of mouth and the text were analyzed by the variance analysis method in the aspects of the cognitive image, the emotional image and the Italian image. The paper analyzes the effect of the propagation. In the part of the qualitative research, firstly, the factors that influence the effect of the propagation are analyzed by using the method of qualitative analysis; secondly, the tourism image is encoded according to the three-level coding mode; and finally, the tourism image and the tourism image are analyzed. The relationship between tourism expectations. The main conclusions of this study are as follows:1. At the level of cognitive image, there is no significant difference in the transmission effect of images, word-of-mouth and text, but there are significant differences in individual subjects; in the aspect of emotional image, image, word of mouth and word of mouth There is a significant difference in the transmission effect of the text, and the transmission effect of the word of mouth and the text is better than that of the image; the transmission effect of the image, the word of mouth and the text is obviously different, and the transmission effect of the word-of-mouth is the most good, second, the text, and finally the image.2. By conducting an interview with the survey object, the study is of the opinion that the following factors affect the transmission The effect of broadcasting: the influence of the way of transmission on the emotional image. The video shows the destination in the way of presentation, and the audience is persuaded by the power of reason; while the travel of the travel to the destination, the author expresses the author's own feelings about the destination, and the author is in the whole information. The role of a leader in the process of communication, His views and views will have an impact on the audience. The content of the communication influences the cognitive image and the moving image. The credibility of a source of information affects the overall effect of the spread. The propagator decides to spread the content, but in terms of propaganda or persuasion, even if it is information of the same content, the audience is different to the degree of acceptance, since people first will, in the light of the propagator's own, The authenticity and the value of the information are judged. Because of the different knowledge structure, the desire, the character and the habit, the information accepting behavior of each person also has the characteristics, these It can directly or indirectly affect the effect of the spread. 3. The influence of human factors on the cognitive image is not obvious. On the basis of the original image, the induced image and the composite image as the three core codes, the image of the scenic spot, the historical image, the cultural image, the leisure image and the life meaning are formed. 4. By analyzing the image and the expectation, the present study is of the view that the different image influences the expectation. In the same way, and the interaction between the image and the expectation is two-way. The following three propositions are put forward: before people go to the destination, not just The image of the image in the original image, in particular some of the marks, is the same as the original image. The image of the scenic spot is the weight of the dominant expectation. To be an integral part. The effect of image and expectation is two-way. The implicit expectation directly affects the composite image. And the realization of the recessive expectation tends to be positive. Complex image. In the structure, this study consists of six parts: the first part: introduction. The Study of the Origin, the Theory and the Present The second part is the summary of the literature. This part is mainly from the spreading effect, the tourism image and the tourism expectation. the relevant research results of the surface carding, The third part: the research and design, the research hypothesis, the pair Definition, purpose of the relevant concept Selection of land, design of questionnaire and research methods, etc. Part four: data analysis. The effects of image, word-of-mouth and text are studied in three aspects. At the end of the chapter, through the analysis of the interview data, the effect of the interview is discussed. The fifth part: the identification of the tourism image and the relationship between the image and the expectation. tourism image coding On the basis of this, the relationship between the tourism image and the tourism expectation is discussed.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592

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