本校學位論文庫
CITYU Theses & Dissertations
論文詳情
侯晓晴
游仲恩
國際旅遊與管理學院
國際款待與旅遊業管理碩士學位課程 (中文學制)
碩士
2024
聲音與動作的魅力 : 短視頻營銷與旅行意願
The charm of sound and action: Short video marketing and travel intention
短視頻營銷 ; 遠程呈現理論 ; 短視頻內容 ; 短視頻角色 ; 性別差異 ; 聲音溫暖感知 ; 心流體驗 ; 旅行意願
Short video marketing ; Telepresence theory ; Short video content ; Short video characters ; Gender differences ; Vocal warmth ; Flow experience ; Travel intention
社交媒體的普及旅遊短視頻的呈現成為旅遊目的地營銷及推廣的重要手段。如何有效的將用戶對旅遊短視頻的關注轉化為旅行意願是一個需要思考的問題。本研究採用2×2×2實驗法，旨在討論旅遊短視頻內容、視頻角色、性別這三個因素組合在一起的短視頻類型對用戶旅行意願的影響，並探討與心流體驗之間的關係以及聲音溫暖感知的調節效應。研究發現，女性形象下與情感導向和動作表演者或聲音解說員的組合比男性形象下與信息導向和動作表演者或聲音解說員的組和更受用戶歡迎，在旅遊短視頻營銷中更具主導因素。另外還發現了心流體驗與聲音溫暖感知的調節作用。本文不僅討論了情感導向和信息導向的旅遊短視頻內容，還首次將旅遊短視頻角色（動作表演者/聲音解說員）與性別差異這兩個因素納入旅遊短視頻研究框架，填補了現有文獻的空白，同時還結合了來自心裡學領域的心流與聲音溫暖感知這兩個概念，實現了跨學科到旅遊數字營銷等更廣泛的學術領域，也為個人及旅遊營銷組織提供了寶貴的見解。
The widespread adoption of social media has made short travel videos an essential tool for tourism destination marketing and promotion. A critical question to explore is how to effectively convert users' attention to short travel videos into travel intentions. This study employs a 2×2×2 experimental design to examine the influence of three factors—video content, video character, and gender—on users' travel intentions, and to explore the relationship with flow experience and the moderating effect of perceived vocal warmth.The findings reveal that combinations involving female characters with emotionally oriented content and either action performers or voice narrators are more appealing to users than combinations featuring male characters with informationally oriented content and the same roles. These combinations are shown to play a more dominant role in travel video marketing. Additionally, the study identifies the moderating roles of flow experience and perceived vocal warmth.By integrating video content and video character, this research addresses gaps in the existing literature. It also integrates two concepts from the field of psychology, namely the concept of flow and the perception of warm sound, achieving a cross-disciplinary connection to broader academic fields such as tourism digital marketing, and providing valuable insights for both individuals and tourism marketing organizations.
2025
中文
57
致謝 I
摘要 II
Abstract III
目 錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 8
1.1 研究背景 8
1.2 研究意義 10
1.3 研究目標及內容 12
第二章 文獻綜述及假設發展 13
2.1 旅遊短視頻內容 13
2.2 旅遊短視頻角色 14
2.3 遠程呈現理論 17
2.4 性別差異 18
2.5 研究假設建立 20
2.5.1 旅遊短視頻內容與角色對旅行意願的交互影響 20
2.5.2旅遊短視頻內容與角色對心流體驗的交互影響 21
2.5.3聲音溫暖感知的調節作用 23
第三章 實驗研究 26
3.1 實驗刺激 26
3.1.1 實驗製作流程 26
3.1.2 抽樣方法及實驗流程 28
3.2 研究結果 29
3.2.1 人口統計信息 29
3.2.2 實驗操控檢查 30
3.2.3 短視頻對旅行意願及心流體驗的影響 30
3.2.4 心流體驗對旅行意願的假設驗證及其中介效應 33
3.2.5 聲音溫暖感知的調節 34
第四章 討論 37
第五章 總結 41
5.1 理論貢獻 41
5.2 實踐意義 42
5.3 研究局限及未來建議 44
參考文獻 46
作者簡歷 56
附 錄 57
摘要 II
Abstract III
目 錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 8
1.1 研究背景 8
1.2 研究意義 10
1.3 研究目標及內容 12
第二章 文獻綜述及假設發展 13
2.1 旅遊短視頻內容 13
2.2 旅遊短視頻角色 14
2.3 遠程呈現理論 17
2.4 性別差異 18
2.5 研究假設建立 20
2.5.1 旅遊短視頻內容與角色對旅行意願的交互影響 20
2.5.2旅遊短視頻內容與角色對心流體驗的交互影響 21
2.5.3聲音溫暖感知的調節作用 23
第三章 實驗研究 26
3.1 實驗刺激 26
3.1.1 實驗製作流程 26
3.1.2 抽樣方法及實驗流程 28
3.2 研究結果 29
3.2.1 人口統計信息 29
3.2.2 實驗操控檢查 30
3.2.3 短視頻對旅行意願及心流體驗的影響 30
3.2.4 心流體驗對旅行意願的假設驗證及其中介效應 33
3.2.5 聲音溫暖感知的調節 34
第四章 討論 37
第五章 總結 41
5.1 理論貢獻 41
5.2 實踐意義 42
5.3 研究局限及未來建議 44
參考文獻 46
作者簡歷 56
附 錄 57
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2.Alvarez, M. D., & Campo, S. (2014). The influence of political conflicts on country image and intention to visit: A study of Israel's image. Tourism Management, 40, 70-78.
3.Biddle, B. J. (1986). Recent developments in role theory. Annual Review of Sociology, 12(1), 67-92.
4.Beattie, J. M., & Schneider, I. E. (2018). Does service type influence satisfaction: A case study of Edinburgh Castle. Tourism Management, 67, 89-97.
5.Bady, S. L. (1985). The voice as a curative factor in psychotherapy. Psychoanalytic Review, 72(3), 479.
6.Bai, W. B., Wang, J. J., Wong, J. W. C., Han, X. H., & Guo, Y. (2024). The soundscape and tourism experience in rural destinations: An empirical investigation from Shawan Ancient Town. Humanities and Social Sciences Communications, 11(1), 1-12.
7.Barnes, S. J., & Pressey, A. D. (2016). Cyber-mavens and online flow experiences: Evidence from virtual worlds. Technological Forecasting and Social Change, 111, 285-296.
8.Chandrasekaran, D., Srinivasan, R., & Sihi, D. (2018). Effects of offline ad content on online brand search: Insights from super bowl advertising. Journal of the Academy of Marketing Science, 46, 403-430.
9.Cheng, Y. S., Kuo, N. T., Chang, K. C., & Chen, C. H. (2019). How a tour guide interpretation service creates intention to revisit for tourists from mainland China: The mediating effect of perceived value. Journal of China Tourism Research, 15(1), 84-104.
10.Casais, B., & Pereira, A. C. (2021). The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal, 56, 282-294.
11.Cheng, W., Tian, R., & Chiu, D. K. (2024). Travel vlogs influencing tourist decisions: Information preferences and gender differences. Aslib Journal of Information Management, 76(1), 86-103.
12.Cao, X., Qu, Z., Liu, Y., & Hu, J. (2021). How the destination short video affects the customers' attitude: The role of narrative transportation. Journal of Retailing and Consumer Services, 62, 102672.
13.Cao, Y., Qu, X., & Chen, X. (2024). Metaverse application, flow experience, and Gen-Zers’ participation intention of intangible cultural heritage communication. Data Science and Management, 7(2), 144-153.
14.Dedeoglu, B. B. (2019). Are information quality and source credibility really important for shared content on social media: The moderating role of gender. International Journal of Contemporary Hospitality Management, 31(1), 513-534.
15.Ding, H. M., & Hung, K. P. (2021). The antecedents of visitors' flow experience and its influence on memory and behavioral intentions in the music festival context. Journal of Destination Marketing & Management, 19, 100551.
16.Dinhopl, A., & Gretzel, U. (2016). Selfie-taking as touristic looking. Annals of Tourism Research, 57, 126-139.
17.Draper, J. V., Kaber, D. B., & Usher, J. M. (1998). Telepresence. Human Factors, 40(3), 354-375.
18.Duan, D., Zhong, W., Ran, S., Ye, L., & Zhang, Q. (2023). A standardized database of Chinese emotional short videos based on age and gender differences. PloS One, 18(3), e0283573.
19.Eder, J. (2010). Understanding characters. Projections, 4(1), 16-40.
20.Filieri, R., Lin, Z., Pino, G., Alguezaui, S., & Inversini, A. (2021). The role of visual cues in eWOM on consumers’ behavioral intention and decisions. Journal of Business Research, 135, 663-675.
21.Gan, J., Shi, S., Filieri, R., & Leung, W. K. (2023). Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal. Tourism Management, 99, 104795.
22.Gao, J., & Wu, B. (2017). Revitalizing traditional villages through rural tourism: A case study of Yuanjia Village, Shaanxi Province, China. Tourism Management, 63, 223-233.
23.Gallagher, M. (2016). Sound as affect: Difference, power and spatiality. Emotion, Space and Society, 20, 42-48.
24.Gan, J., Shi, S., Filieri, R., & Leung, W. K. (2023). Short video marketing and travel intentions: The interplay between visual perspective, visual content, and narration appeal. Tourism Management, 99, 104795.
25.Graves, B. S., Hall, M. E., Dias-Karch, C., Haischer, M. H., & Apter, C. (2021). Gender differences in perceived stress and coping among college students. PloS one, 16(8), e0255634.
26.Hyun, H., Thavisay, T., & Lee, S. H. (2022). Enhancing the role of flow experience in social media usage and its impact on shopping. Journal of Retailing and Consumer Services, 65, 102492.
27.Halkias, G., & Diamantopoulos, A. (2020). Universal dimensions of individuals' perception: Revisiting the operationalization of warmth and competence with a mixed-method approach. International Journal of Research in Marketing, 37(4), 714-736.
28.Huang, J., Chen, R., & Wang, X. (2012). Factors influencing intention to forward short Internet videos. Social Behavior and Personality: An International Journal, 40(1), 5-14.
29.Hsieh, J. K., Hsieh, Y. C., & Tang, Y. C. (2012). Exploring the disseminating behaviors of eWOM marketing: Persuasion in online video. Electronic Commerce Research, 12, 201-224.
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