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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 • 上一篇    下一篇

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. 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
  • 收稿日期:2018-06-05 修回日期:2018-09-10 出版日期:2018-09-30 发布日期:2018-11-07
  • 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。

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. 1.City University of Macau, Macau 999078, China
    2. Inner Mongolia University, Huhhot 010021, China
  • Received:2018-06-05 Revised:2018-09-10 Online:2018-09-30 Published:2018-11-07

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

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