旅游广告与网络负面口碑对目的地形象的影响——次序效应和交互效应的实验检验

发布时间：2018-03-17 23:41

本文选题：旅游广告　切入点：广告诉求　出处：《旅游学刊》2017年12期 　论文类型：期刊论文

【摘要】：旅游广告和口碑是影响目的地形象的两类重要信息源。文章从消费者诉求角度将旅游广告分为能力型和诚意型两类,从消费指向角度将网络负面口碑分为指向核心消费型和指向非核心消费型两类,基于期望违背效应理论构建不同旅游广告和不同网络负面口碑对目的地形象影响的分析框架,通过设计2(旅游广告:能力型VS诚意型)×2(网络负面口碑:指向核心消费型VS指向非核心消费型)×2(组合次序:旅游广告在前VS旅游广告在后)的情景模拟实验,重点考察旅游广告和网络负面口碑对目的地形象影响的次序效应及交互效应。研究结果如下:(1)较之"后呈现旅游广告"情境,"先呈现旅游广告"情境的目的地形象评价更低。(2)广告呈现在前条件下:较之诚意型广告与非核心消费型网络负面口碑组合,诚意型广告与核心消费型网络负面口碑组合致使目的地形象评价更低;较之能力型广告与核心消费型网络负面口碑组合,能力型广告与非核心消费型网络负面口碑组合引致更低的目的地形象评价。(3)广告呈现在后条件下:较之核心消费型网络负面口碑与能力型广告组合,核心消费型网络负面口碑与诚意型广告组合导致目的地形象评价更高;较之非核心消费型网络负面口碑与能力型广告组合,非核心消费型网络负面口碑与能力型广告组合致使消费者对目的地形象评价更高。文章为目的地形象形成和演化研究提供了理论基础,为目的地营销组织管理旅游广告和网络负面口碑以维护目的地形象提供借鉴指导。
[Abstract]:Tourism advertising and word of mouth are two important sources of information that affect the image of the destination. From the point of view of consumption direction, the negative word-of-mouth network is divided into two types: core consumption and non-core consumption. Based on the theory of expectation violation effect, the analysis framework of the impact of different tourism advertisements and different network negative word-of-mouth on destination image is constructed. By designing a scenario simulation experiment of 2 (tourism advertisement: ability vs sincerity) 脳 2 (network negative word-of-mouth: pointing to core consuming vs pointing to non-core consumption) 脳 2 (combination order: tourism advertisement is before vs tourism advertisement is behind), This study focuses on the order effect and interaction effect of tourism advertisement and negative word of mouth on the destination image. The results are as follows: 1) comparing with the situation of "post tourism advertisement" and "presenting tourism advertisement first", the objective terrain of the situation is as follows. For example, the evaluation is lower. 2) under the former conditions: compared with sincere advertising and non-core consumer network negative word-of-mouth combination, The combination of sincere advertising and core consumer network negative word of mouth resulted in lower evaluation of destination image, compared with the combination of ability advertising and core consumer network negative word of mouth. The combination of capability advertising and non-core consumption network negative word of mouth leads to lower destination image evaluation. (3) under the later conditions: compared with core consumer network negative word of mouth and ability type advertising combination, The combination of negative word-of-mouth and bona fide advertising of core consumer network leads to higher evaluation of destination image, compared with the combination of negative word-of-mouth and capability advertising of non-core consumption-type network, The combination of negative word-of-mouth and ability-oriented advertising in non-core consumption-oriented networks leads to higher evaluation of destination image by consumers. This paper provides a theoretical basis for the research on the formation and evolution of destination image. It provides reference guidance for destination marketing organization to manage tourism advertisement and network negative word-of-mouth in order to maintain destination image.
【作者单位】：海南大学旅游学院;山东青年政治学院经济管理学院;山东师范大学心理学院;
【基金】：国家自然科学基金项目“‘关系’视角下顾客群体性抱怨的心理机制及服务补救研究”(71602104)/“渠道边界人员情感关系对机会主义行为影响研究”(71602102) 中国博士后科学基金面上项目“群体服务失误下顾客间‘关系’互动对抱怨的影响研究”(2015M580603) 山东省高校人文社会科学项目“网络负面口碑对旅游目的地品牌资产的影响研究”(J15WB06)/“渠道成员窜货行为前因研究”(J15WB21)共同资助~~
【分类号】：F592;F713.8

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