本校學位論文庫
CITYU Theses & Dissertations
論文詳情
石博文
李宗凌
國際旅遊與管理學院
國際酒店管理碩士學位課程(中文學制)
碩士
2023
抖音短視頻效應對遊客目的地態度和行為意向的影響研究 : 以珠海市圓明新園為例
A Study on the Influence of Jitterbug Short Video Effects on Tourists' Attitudes and Behavioural Intentions towards Destinations : A Case Study of Yuanming New Garden in Zhuhai, China
旅遊目的地行銷 ; 遊客感知 ; 問卷調查 ; 結構方程
tourism destination marketing ; tourist perception ; questionnaire survey ; structural equation
公開日期：24/6/2027
隨著“互聯網+”時代來臨，短視頻行銷逐漸成為旅遊目的地品牌 行銷策略的重要選擇。高質量的短視頻成果已經成為各地旅遊目的 地管理者與行銷者的宣傳旅遊目的地的重要抓手，然而現階段市面 上的短視頻效果參差不齊，也未能充分將旅遊者的態度與感受納入 其中考慮。為此，本研究以觀看有關於珠海旅遊目的地的短視頻使 用者為研究物件，運用了 SPSS26.0、PLS 軟體對“短視頻視覺效應-文 化效應-流行效應-音樂效應-對目的地態度-旅遊意向”模型進行了描述 性統計分析、信效度分析、多元回歸方程分析，進一步探究短視頻 的效應與使用者對旅遊目的地態度之間是否相關，並且對其旅遊意 向是否產生影響。結果表明文化效應顯著正向影響消費者對目的地 態度，流行效應顯著正向影響消費者對目的地態度，視覺效應顯著 正向影響消費者對目的地態度，音樂效應同樣顯著正向影響消費者 對目的地態度。而消費者對目的地態度到旅遊意向的路徑係數為 0.682(t 值=26.363，p=0.000<0.01)，這些發現對旅遊目的地管理者 和行銷者具有重要意義，如短視頻製作時需要充分突出目的地的文 化特色，在對採用數位媒體對目的地進行宣傳時，可適當地借助名 人效應，抓住用戶的情感紐帶和增強用戶粘性。
With the advent of the "Internet Plus" era, short video marketing has gradually become an important choice for tourism destination brand marketing strategy. High-quality short video results have become an important tool for tourism destination managers and marketers to publicize their destinations. However, the short videos on the market at this stage have varying results and fail to adequately incorporate travelers' attitudes and feelings into their considerations. To this end, this study took the users of short videos about Zhuhai tourist destinations as the research object, and used SPSS26.0 and PLS software to conduct descriptive statistical analysis and reliability analysis on the model of "visual effect of short videos-cultural effect-popularity effect-music effect-attitude toward the destination-travel intention", The model was analyzed by descriptive statistics, reliability and validity analysis, and multiple regression equation analysis to further investigate whether the effects of short videos are related to users' attitudes towards destinations and whether they have an impact on their travel intention. The results show that the cultural effect significantly and positively affects consumers' attitudes towards destinations, the popularity effect significantly and positively affects consumers' attitudes towards destinations, the visual effect significantly and positively affects consumers' attitudes towards destinations, and the music effect also significantly and positively affects consumers' attitudes towards destinations. The path coefficient of consumers' attitudes towards destinations to travel intention is 0.682 (t-value=26.363, p=0.000<0.01). These findings are of great significance to destination managers and marketers, for example, short video production needs to fully emphasize the cultural characteristics of the destination, and when adopting the digital media to publicize the destination, it can be appropriate to make
use of the celebrity effect to capture the emotional bond of users and strengthen their emotional ties to the destination. When using digital media to promote a destination, celebrities can be appropriately utilized to capture the emotional ties of users and enhance user stickiness.
use of the celebrity effect to capture the emotional bond of users and strengthen their emotional ties to the destination. When using digital media to promote a destination, celebrities can be appropriately utilized to capture the emotional ties of users and enhance user stickiness.
2024
中文
67
致 謝I
摘 要II
AbstractIII
圖目錄VIII
表目錄IX
第一章 緒論
1.1 選題背景
1.2 研究目的
1.3 研究意義
1.3.1 理論意義
1.3.2 實踐意義
第二章 文獻綜述
2.1 抖音短視頻與旅遊相關研究
2.2 短視頻效應相關研究
2.2.1 視覺效應
2.2.2 音樂效應
2.2.3 文化效應
2.2.4 流行效應
2.3 對旅遊目的地的態度
2.4 遊客的旅遊意向
2.5 研究假設與模型
第三章 研究設計
3.1 問卷設計
3.1.1 短視頻效應量表
3.1.2 目的地的態度
3.1.3 旅遊意向量表
3.2 資料收集
3.2.1 研究地概況
3.2.2 數據資料收集
3.3 分析方法
3.3.1 問卷調查法
3.3.2 統計分析法
第四章 實證分析結果
4.1 描述性統計分析
4.1.1 人口學統計特徵分析
4.1.2 變數的描述性統計分析
4.2 信效度分析
4.2.1 克朗巴哈係數(Cronbach's α)分析
4.2.2 效度分析
4.3 驗證性因數分析
4.4 模型假設檢驗
4.5 模型擬合檢驗
第五章 研究結論與建議
5.1 研究結論
5.2 理論貢獻
5.3 實踐貢獻
5.4 研究不足
5.5 討論
參考文獻
作者簡歷
附 錄
摘 要II
AbstractIII
圖目錄VIII
表目錄IX
第一章 緒論
1.1 選題背景
1.2 研究目的
1.3 研究意義
1.3.1 理論意義
1.3.2 實踐意義
第二章 文獻綜述
2.1 抖音短視頻與旅遊相關研究
2.2 短視頻效應相關研究
2.2.1 視覺效應
2.2.2 音樂效應
2.2.3 文化效應
2.2.4 流行效應
2.3 對旅遊目的地的態度
2.4 遊客的旅遊意向
2.5 研究假設與模型
第三章 研究設計
3.1 問卷設計
3.1.1 短視頻效應量表
3.1.2 目的地的態度
3.1.3 旅遊意向量表
3.2 資料收集
3.2.1 研究地概況
3.2.2 數據資料收集
3.3 分析方法
3.3.1 問卷調查法
3.3.2 統計分析法
第四章 實證分析結果
4.1 描述性統計分析
4.1.1 人口學統計特徵分析
4.1.2 變數的描述性統計分析
4.2 信效度分析
4.2.1 克朗巴哈係數(Cronbach's α)分析
4.2.2 效度分析
4.3 驗證性因數分析
4.4 模型假設檢驗
4.5 模型擬合檢驗
第五章 研究結論與建議
5.1 研究結論
5.2 理論貢獻
5.3 實踐貢獻
5.4 研究不足
5.5 討論
參考文獻
作者簡歷
附 錄
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5.Allan, D. (2006). Effects of popular music in advertising on attention and memory. Journal of Advertising Research, 46(4), 434-44.
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33.Choe, J. Y. J., & Kim, S. S. (2018). Effects of tourists’ local food consumption value on attitude, food destination image, and behavioral intention. International Journal of Hospitality Management, 71, 1-10.
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