旅游宣传片影响下的目的地形象感知过程研究——巴厘岛案例的实验探索

doi:10.13959/j.issn.1003-2398.2019.06.017

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Abstract The role of promotional videos in shaping tourism destination image (TDI) and stimulating tourism interest should not be ignored by tourism industry in this cyber times when human are becoming inclined to obtain information in a more immersing context integrated with visual, auditory and some other organoleptic form. However, compared with numerous application practices, academic focus is much less, some valuable research projects to be conducted. This paper, under the crisis scenario of Mount Agung volcanic eruption which happened in Bali, Indonesia in 2017, we use the experimental method to explore the internal mechanism of potential tourists' change process in perceived image. The experiment was conducted as follows: the experimental examinees are divided into Group1(G1) watching panoramic comprehensive promotional videos and Group2(G2) watching crisis-oriented promotional videos. The research results showing that: 1) Promotional videos can obviously affect the perception of TDI of potential tourists, and different types of promotional videos have different impacts on the perception of TDI of potential tourists. 2) A majority of potential tourists' organic image towards Bali is broadly perceived and the perception of TDI presented the feature of "bold lines, concentrated points" in the test before watching promotional videos. 3) Based on the theory of selective attention and Baddeley's working memory model, this paper analyzes the internal mechanism of tourists' perception of the change of TDI.

Key words： Bali island tourism promotional video tourism destination image experimental method selective attention

Received: 08 November 2018

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	LI Gui-sha
	ZHANG Hai-zhou
	LU Lin
	CHEN Jie-qi

Cite this article:

LI Gui-sha,ZHANG Hai-zhou,LU Lin等. PROCESS OF DESTINATION IMAGE PERCEPTION UNDER THE INFLUENCE OF PROMOTIONAL VIDEOS: A CASE OF BALI[J]. HUMAN GEOGRAPHY, 2019, 34(6): 146-152.

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http://rwdl.xisu.edu.cn/EN/10.13959/j.issn.1003-2398.2019.06.017 OR http://rwdl.xisu.edu.cn/EN/Y2019/V34/I6/146

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