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MBA毕业论文_机情境下不同旅游宣传片的说服效应与机制研究PDF

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旅游业的脆弱属性导致其易受自然、经济、政治等突发性危机事件的影响, 从而使行业发展产生严重的衰退与滑坡。地震、海啸、火山喷发等自然灾害事件 因其控制程度低和预测性低的特征,为旅游地的可持续发展,尤其是维系全球旅 游市场,维护旅游地形象带来了一定的挑战。危机事件爆发后,旅游危机管理领 域主要研究主体与受众之间旅游信息的运动发展规律,其中,旅游信息的传播效 果以及旅游地的形象恢复是该领域最关注的话题。如何选择有效的营销手段来弥 补危机事件带来的破坏性影响,且当危机事件反复发生时,如何恢复旅游地形象 并挽回流失游客是目的地营销组织(destination management organizations, DMOs) 面临的棘手难题。旅游宣传片作为目的地动态视觉传播材料,整合了文本传播材 料和图片、视频等素材,是典型的目的地营销工具之一。因此,关注旅游宣传片 在危机情境中的说服机制及其说服效应,对完善国内外旅游危机管理理论体系与 丰富旅游宣传片研究的实践议题具有重要意义。 为了探究不同类型的旅游宣传片在危机情境下的说服效应的时间效度及其说 服机制,研究分别以2017年和2018年热门出境旅游地巴厘岛阿贡火山接连爆发 事件作为情境实验背景,通过纵向跟踪实验设计两次情境实验,运用AMOS 23.0、 SPSS24.0等计量分析软件,采用探索性因子分析、验证性因子分析、Bootstrapping 检验、层次回归分析、独立样本T检验、配对样本T检验等多种统计分析手段, 基于实验Ⅰ和实验Ⅱ的研究结果,探究在危机情境复发的情境下,结合说服理论 探讨不同类型旅游宣传片对旅游者行为意愿说服效应的时间效度,并进一步结合 SOR理论挖掘不同类型旅游宣传片在危机情境中影响旅游者行为的说服机制。具 体研究包括以下内容: 首先,严格按照量表开发的步骤开发并验证旅游目的地形象量表测量体系, 其中认知形象包括:自然环境,娱乐活动,基础设施,宗教氛围四个维度,且数 据分析结果表明,旅游目的地形象量表具有较高的信度、聚合效度、判别效度和 跨样本稳定性。 其次,全景综述型旅游宣传片的短期说服效应更好,危机主题导向型旅游宣 传片的长期说服效应更好。具体来看,就短期说服效应而言,危机主题导向型旅 游宣传片对认知形象中的宗教氛围、情感形象、旅游者行为意愿、感知安全具有 短期显著影响,全景综述型旅游宣传片对认知形象中所有维度、情感形象、旅游 者行为意愿、感知安全有短期显著影响;就长期说服效应而言,危机主题导向型 旅游宣传片对认知形象中的宗教氛围、旅游者行为意愿、感知安全有长期显著影 II 响,全景综述型旅游宣传片仅仅对认知形象中的宗教氛围、感知安全有长期显著 影响。 最后,遵循“旅游宣传片类型—旅游目的地形象三维结构—旅游者行为意愿” 的研究路径构建以感知安全为调节的中介模型,经过实证检验的理论模型的各项 指标拟合结果较好。具体来看,旅游宣传片可以显著提升认知形象、情感形象、 整体形象和旅游者行为意愿;情感形象、整体形象在旅游宣传片类型与旅游者行 为意愿之间起部分中介作用,构成了三维传导机制;在全景综述型和危机主题导 向型的旅游宣传片的作用下,感知安全分别在认知形象、整体形象与旅游者行为 意愿之间起正向调节作用。 本研究在理论上,拓展了纵向跟踪实验在旅游危机管理领域的应用研究,丰 富了不同类型旅游宣传片对旅游者行为意愿影响的实证研究,为进一步了解旅游 宣传片说服效应的时间效度提供了理论依据;在管理实践上,也为今后目的地营 销组织应对类似危机事件,并针对不同情境制定适当的旅游宣传片营销策略提供 理论认识与实践启示。 关键词:旅游危机;旅游宣传片;说服机制;说服效应;纵向跟踪实验 III Research on the Persuasion Effect and Mechanism of Different Tourism Promotional Videos under Crisis Scenarios Abstract The vulnerability of tourism makes it susceptible to sudden crisis events such as nature, economy, and politics, which leads to a serious decline and decline in the development of the industry. Natural disasters such as earthquakes, tsunamis, and volcanic eruptions, due to their low degree of control and low predictability, have brought certain challenges to the sustainable development of tourist destinations, especially maintaining the global tourist market and maintaining the image of tourist destinations. After the outbreak of a crisis event, the field of tourism crisis management mainly studies the development law of tourism information between the subject and the audience. Among them, the propagation effect of tourism information and the restoration of the image of tourist destinations are the most concerned topics in this field. How to choose effective marketing methods to make up for the destructive effects of crisis events, and how to restore the image of tourist destinations and return tourists when crisis events repeatedly occur is a difficult problem for destination management organizations (DMOs). As a destination dynamic visual communication material, tourism promotional videos integrate text communication materials with pictures, videos and other materials, and are one of the typical destination marketing tools. Therefore, paying attention to the persuasion mechanism of tourism promotional videos in crisis scenarios and its persuasion effect is of great significance to improve the theoretical system of tourism crisis management at home and abroad and to enrich the practical issues of tourism promotional videos. In this dissertation, the successive outbreaks of Mount Agung volcano in Bali, the popular outbound tourist destinations in 2017 and 2018, were used as the background of the context experiment. By designing two context experiments through longitudinal tracking experiments, the time validity and persuasive mechanism of the persuasive effect of different types of tourism propaganda films in crisis situations are explored. On the AMOS 23.0 and SPSS24.0 measurement analysis software, this dissertation adopted various statistical analysis methods such as exploratory factor analysis, confirmatory factor analysis, Bootstrapping test, hierarchical regression analysis, independent sample T test, and paired sample T test. Based on the research results of Experiment Ⅰ and Experiment Ⅱ, combined with the persuasion theory, the time validity of different types IV of tourism propaganda films on the persuasion effect of tourists' behavioral willingness in the context of crisis recurrence is discussed. And further combined with SOR theory, different types of tourism propaganda films in the crisis situation to influence the persuasion mechanism of tourists were excavated. The detailed study includes the following: (1) According to the steps of scale development, the tourism destination image scale measurement system is strictly developed and verified. The cognitive image includes: natural environment, entertainment activities, infrastructure, and religious atmosphere in four dimensions. The data analysis results show that the tourism destination image scale has high reliability, aggregation validity, discriminant validity and cross-sample stability. (2) The short-term persuasion effect of the panoramic overview tourism video is better, and the long-term persuasion effect of the crisis theme-oriented tourism video is better. In terms of short-term persuasive effects, crisis-themed tourism propaganda films have a short-term and significant impact on the religious atmosphere, emotional image, tourists' behavioral willingness, and perceived safety in cognitive images. Panoramic overview travel videos have a short-term and significant impact on all dimensions of cognitive image, emotional image, tourist's behavior intention, and perceived safety; In terms of long-term persuasive effects, crisis-themed tourism propaganda films have a long-term and significant impact on the religious atmosphere in the cognitive image, tourists' behavioral desire, and perceived safety. Panoramic overview tourism videos only have a long-term and significant impact on the religious atmosphere and perceived safety in cognitive images. (3) Based on the perception of safety as an adjustment, an intermediary model that follows the research path of "types of tourism propaganda films-three-dimensional structure of tourist destination image-tourists' behavioral wishes" is constructed. The indicators of this theoretical model after empirical testing show good results. Specifically, tourism promotional films can significantly enhance the cognitive image, emotional image, overall image and tourists' behavioral willingness. The emotional image and the overall image play a partial intermediary role between the type of tourism propag