信息过载情境下旅游者目的地选择决策研究&mdash;&mdash;热门形象与长尾形象的差异化作用分析

doi:10.13959/j.issn.1003-2398.2017.05.022

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人文地理 ›› 2017, Vol. 32 ›› Issue (5) : 154-160. DOI: 10.13959/j.issn.1003-2398.2017.05.022

旅游

信息过载情境下旅游者目的地选择决策研究——热门形象与长尾形象的差异化作用分析

吕兴洋¹, 宋慧林², 金媛媛³

作者信息 +

STUDY ON TOURIST DESTINATION DECISION MAKING UNDER THE SITUATION OF INFORMATION OVERLOAD:DIFFERENTIAL EFFECTS BETWEEN HEAD IMAGE AND TAIL IMAGE

LV Xing-yang¹, SONG Hui-lin², JIN Yuan-yuan³

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文章历史 +

摘要

借助网络，旅游者能够获得丰富的目的地属性信息，形成的引致形象更为丰满。本文采用情境实验法，检验了信息过载情境下引致形象发生的结构性变化对旅游者目的地选择决策的影响。研究发现：①属性信息过载主要表现为旅游者对目的地长尾形象信息的选择性记忆，而目的地热门形象仍能被普遍记住；②在旅游者目的地选择决策过程中，目的地的热门形象依旧起着决定性作用，即USP依然是有效的营销策略；③在网络信息环境中新生成的引致形象长尾部分对旅游者决策的影响受到引致形象热门部分的调节，即引致形象长尾只有在特定的条件下才对旅游者决策有所影响。该研究结论有助于深化旅游者目的地选择决策理论、指导DMO目的地营销工作的开展。

Abstract

With the rapid development of Internet, the information environment of tourist decision has changed dramatically. The traditional way of destination information searching has been outdated. Nowadays, Internet decreases the search cost, and the destination information has been greatly enriched by a lot of user generated content under Web 2.0. In the process of destination decision choice, what tourists face is no longer lacking information, on the contrary, they have to deal with information overload. The alteration of information environment and cognitive structure will affect tourist destination choice, which has become one of the most important questions in tourist behavior research. Situational experiment has been used in this research to check the divergent influence of head and long tail on tourist destination choice when induced image is varied structurally under the context of information overload. Thus, the effect and its mechanism of long tail of induced image could be explained.

导出引用

吕兴洋, 宋慧林, 金媛媛. 信息过载情境下旅游者目的地选择决策研究——热门形象与长尾形象的差异化作用分析[J]. 人文地理. 2017, 32(5): 154-160 https://doi.org/10.13959/j.issn.1003-2398.2017.05.022

LV Xing-yang, SONG Hui-lin, JIN Yuan-yuan. STUDY ON TOURIST DESTINATION DECISION MAKING UNDER THE SITUATION OF INFORMATION OVERLOAD:DIFFERENTIAL EFFECTS BETWEEN HEAD IMAGE AND TAIL IMAGE[J]. HUMAN GEOGRAPHY. 2017, 32(5): 154-160 https://doi.org/10.13959/j.issn.1003-2398.2017.05.022

中图分类号： F590

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