影视作品喜爱程度对旅游产品愿付溢价的影响研究

doi:10.12054/lydk.bisu.83

摘要/Abstract

摘要：

基于已有影视作品喜爱程度对旅游产品愿付溢价的影响研究,本文引入区域形象和景点形象多重中介,同时引入明星喜爱程度作为调节变量,运用结构方程模型深入分析旅游产品愿付溢价的形成过程,揭示多重中介和调节变量的影响路径。研究表明：（1）影视作品喜爱程度是影响区域形象、景点形象和产品愿付溢价的重要因素,呈显著正相关关系。（2）区域形象和景点形象分别与产品愿付溢价呈显著正相关关系。（3）区域形象和景点形象在影视作品喜爱程度对旅游产品愿付溢价之间的关系中具有显著的部分中介效应,区域形象的中介效应显著强于景点形象中介效应值。（4）明星喜爱程度调节下的区域形象和景点形象是影响旅游者产品愿付溢价决策的重要因素。

关键词: 影视作品喜爱程度; 愿付溢价; 明星喜爱程度; 区域形象; 景点形象

Abstract:

Based on the effect of film and television preference on premiums of tourist products, this study uses SEM model to deeply analyze the forming process of premiums of tourist products and reveal the inherent mechanism of multiple mediators (regional image and scenic spot image) and the modulating variable (popularity of superstars). The founding is as follow: (1) The degree of film and television preference plays an important role in influencing regional image, scenic spot image and premiums of tourist products. There is a significant positive correlation among them, the higher the degree of consumers’ preference of the drama, the higher the evaluation of the presented region image. (2) Regional image and scenic spot image respectively have a significant positive correlation with the premiums of tourist products. (3) This multiple intermediary model explains the willing to pay premiums of tourist products. Regional image and scenic spot image have a significant partial mediation effect. The intermediary effect and influence of regional image are significantly stronger than those of scenic spot image. (4) In the case of a high popularity of superstars, the attribution of individual tourists to the degree of film and television preference is more likely to be converted into enhancement of regional image and scenic spot image. It is thus possible to make a decision to implement premiums of tourist products. The popularity of superstars and the image of the region and scenic spots are important factors that affect tourists’ willingness to pay premiums of tourist products.

Keywords: degree of film and television preference; premiums; popularity of superstars; regional image; scenic spot image

中图分类号:

陈希, 韩冬, 孙嘉. 影视作品喜爱程度对旅游产品愿付溢价的影响研究[J]. 旅游导刊, 2018, 2(5): 37-53.

Xi CHEN, Dong HAN, Jia SUN. A Study on Tourists’ Favoritism Towards Film and TV Dramas and Their Willingness to Pay for a Premium for Tourism Products[J]. Tourism and Hospitality Prospects, 2018, 2(5): 37-53.

图/表 8

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维度	指标	标准化因素负荷量	Cronbach’s α	t-value	CR	AVE
影视作品喜爱程度（FTLV）	我对该类影视作品有正向情感	0.830	0.858		0.890	0.620
	我认为该类影视作品是有吸引力的	0.919		21.586
	我对该类影视作品有兴趣	0.785		17.717
	我喜欢看该类影视作品	0.658		13.910
	该类影视作品是有些东西吸引我的	0.720		16.014
明星喜爱程度（SF）	我对作品中的明星有正向感情	0.879	0.859		0.932	0.775
	作品中的明星对我是有吸引力的	0.848		22.186
	我对作品中的明星非常感兴趣	0.896		16.232
	我觉得作品中的明星非常让人喜欢	0.898		24.242
区域形象（RI）	我觉得该区域政府治理非常完善	0.878	0.875		0.889	0.729
	我觉得该区域自然禀赋非常完美	0.899		21.358
	我觉得该区域人口素养非常高	0.779		18.543
景点形象（SI）	我认为该景点的形象是良好的	0.850	0.819		0.877	0.703
	我认为该景点的形象是讨人喜欢的	0.823		18.228
	我认为该景点的形象是令人愉快的	0.843		18.558
产品愿付溢价（WPP）	旅游产品价格高,我也会考虑此区域	0.915	0.879		0.939	0.836
	相同的旅游产品,我愿意付更高的价格	0.926		20.068
	我愿意在该区域支付更高的价格	0.902		18.490

维度	指标	标准化因素负荷量	Cronbach’s α	t-value	CR	AVE
影视作品喜爱程度（FTLV）	我对该类影视作品有正向情感	0.830	0.858		0.890	0.620
	我认为该类影视作品是有吸引力的	0.919		21.586
	我对该类影视作品有兴趣	0.785		17.717
	我喜欢看该类影视作品	0.658		13.910
	该类影视作品是有些东西吸引我的	0.720		16.014
明星喜爱程度（SF）	我对作品中的明星有正向感情	0.879	0.859		0.932	0.775
	作品中的明星对我是有吸引力的	0.848		22.186
	我对作品中的明星非常感兴趣	0.896		16.232
	我觉得作品中的明星非常让人喜欢	0.898		24.242
区域形象（RI）	我觉得该区域政府治理非常完善	0.878	0.875		0.889	0.729
	我觉得该区域自然禀赋非常完美	0.899		21.358
	我觉得该区域人口素养非常高	0.779		18.543
景点形象（SI）	我认为该景点的形象是良好的	0.850	0.819		0.877	0.703
	我认为该景点的形象是讨人喜欢的	0.823		18.228
	我认为该景点的形象是令人愉快的	0.843		18.558
产品愿付溢价（WPP）	旅游产品价格高,我也会考虑此区域	0.915	0.879		0.939	0.836
	相同的旅游产品,我愿意付更高的价格	0.926		20.068
	我愿意在该区域支付更高的价格	0.902		18.490

	影视作品喜爱程度	明星喜爱程度	区域形象	景点形象	产品愿付溢价
影视作品喜爱程度	0.620
明星喜爱程度	0.166	0.775
区域形象	0.288	0.350	0.729
景点形象	0.213	0.542	0.570	0.703
产品愿付溢价	0.480	0.329	0.564	0.446	0.836

	影视作品喜爱程度	明星喜爱程度	区域形象	景点形象	产品愿付溢价
影视作品喜爱程度	0.620
明星喜爱程度	0.166	0.775
区域形象	0.288	0.350	0.729
景点形象	0.213	0.542	0.570	0.703
产品愿付溢价	0.480	0.329	0.564	0.446	0.836

假设	路径	标准化估计值	标准误	t值	检定结果
H1	影视作品喜爱程度→区域形象	0.573	0.052	10.742***	支持
H2	影视作品喜爱程度→景点形象	0.505	0.054	9.180***	支持
H3	区域形象→产品愿付溢价	0.404	0.066	8.799***	支持
H4	景点形象→产品愿付溢价	0.206	0.061	4.856***	支持
H5	影视作品喜爱程度→产品愿付溢价	0.400	0.073	7.639***	支持