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旅游导刊  2018, Vol. 2 Issue (5): 37-53    DOI: 10.12054/lydk.bisu.83
主题论文     
影视作品喜爱程度对旅游产品愿付溢价的影响研究
陈希1(), 韩冬2, 孙嘉1
1.澳门城市大学国际旅游与管理学院 中国澳门 999078
2.内蒙古大学历史与旅游文化学院 内蒙古呼和浩特 010021
A Study on Tourists’ Favoritism Towards Film and TV Dramas and Their Willingness to Pay for a Premium for Tourism Products
Xi CHEN1(), Dong HAN2, Jia SUN1
1.City University of Macau, Macau 999078, China
2. Inner Mongolia University, Huhhot 010021, China
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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.

Key words: degree of film and television preference    premiums    popularity of superstars    regional image    scenic spot image
收稿日期: 2018-06-05 出版日期: 2018-11-07
PACS:  F59  
作者简介:

[作者简介] 陈 希(1986— ),女,北京人,澳门城市大学博士研究生,研究方向:影视旅游、民族旅游、旅游企业管理。E-mail:38052954@qq.com。韩 冬(1981— ),男,内蒙古自治区兴安盟人,内蒙古大学历史与旅游文化学院讲师,研究方向:旅游数据研究、旅游市场营销等。
通讯作者:孙 嘉(1985— ),女,河北承德人,澳门城市大学博士研究生,研究方向:酒店管理、旅游传媒。

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引用本文:

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. Tourism and Hospitality Prospects, 2018, 2(5): 37-53.

链接本文:

https://lydk.bisu.edu.cn/CN/10.12054/lydk.bisu.83        https://lydk.bisu.edu.cn/CN/Y2018/V2/I5/37

图1  研究理论模型
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
表1  验证性因子分析的结果
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
表2  量表各维度平均变异数抽取量和相关系数
图2  结构模型结果注:图中e1类表示残差,残差指向题项(如FTLV1)的箭头线上数值表示SMC值(即因素负荷量平方);潜变量(如区域形象)上数值为R2,潜变量指向题项的箭头线上数值表示因素负荷量,潜变量间箭头线上数值表示标准化估计值。
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
表3  整体结构模型估计结果


路径


点估计值

路径乘积关系
Bootstrapping 5 000次
Bias-Corrected 95% CI Percentile 95% CI
标准误 Z Lower Upper Lower Upper P
FTLV→RI→WPP 0.325 0.068 4.779 0.215 0.478 0.212 0.473 ***
FTLV→SI→WPP 0.147 0.045 3.267 0.070 0.250 0.062 0.235 ***
总间接效果 0.472 0.065 7.262 0.365 0.621 0.357 0.609 ***
直接效果 0.561 0.079 7.101 0.406 0.715 0.415 0.729 ***
总效果 1.033 0.079 13.076 0.889 1.197 0.891 1.200 ***
中介效果对比(差值) 0.179 0.094 1.904 0.002 0.378 0.007 0.381 **
中介效果对比(RI/总间接效果) 0.689 0.092 7.489 0.491 0.855 0.508 0.868 ***
中介效果对比(SI/总间接效果) 0.311 0.092 3.380 0.145 0.509 0.132 0.492 ***
表4  整体结构模型直接、间接与总效果分析表
因变量 变量 R2 ΔR F值 ΔF 模型1 模型2 模型3
区域形象 1.影视作品喜爱程度 0.453 0.453 351.453** 351.453 0.489** 0.358** 0.349**
因变量 变量 R2 ΔR F值 ΔF 模型1 模型2 模型3
区域形象 2.明星喜爱程度 0.556 0.103 265.361** 98.578 0.334** 0.296**
3.交互项 0.570 0.014 186.527** 13.372 0.139**
景点形象 1.影视作品喜爱程度 0.426 0.426 297.278** 297.278 0.453** 0.225** 0.285**
2.明星喜爱程度 0.529 0.103 224.203** 87.214 0.314** 0.254**
3.交互项 0.531 0.002 150.782** 2.386 0.115**
表5  调节效应检验结果
图3  明星喜爱程度调节作用图示
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