【作者】 王瑞；

【导师】 王镜；

【作者基本信息】 郑州大学 ， 旅游管理专业， 2020， 硕士

【摘要】 随着互联网技术的迅速发展,微博用户不断增加,微博逐渐成为了旅游信息传播的重要渠道。同时,微博的发展又催生了一大批旅游类微博意见领袖,他们以分享或推荐的形式发布旅游目的地相关信息,对旅游消费者的决策行为产生了重要影响。旅游类微博意见领袖具有什么特点、他/她是如何影响旅游者决策的、影响程度如何仍需进一步的探讨。由此,在前人研究的基础上,引出了本文的研究目标,即构建微博意见领袖与旅游者目的地决策的关系模型并用实证研究加以验证。本研究以微博为例,研究微博意见领袖对旅游者目的地决策的影响,是对新媒体环境下消费者行为研究的丰富与充实,以期在一定程度上丰富意见领袖与旅游者决策的相关理论研究成果,并为旅游目的地相关企业有效利用微博意见领袖展开营销策略提供建议。本研究首先对微博意见领袖、旅游决策等相关文献进行了梳理,在文献梳理的基础上结合研究需要设计了访谈提纲,并利用扎根理论的研究方法对28份访谈资料进行了分析,目的是确定出微博意见领袖对旅游者目的地决策影响的相关范畴,并依此提出研究假设与理论模型。接着,在前人研究的基础上同时结合本文的实际情况进行了变量定义,对测量量表进行设计后形成初始问卷,并针对初始问卷进行小规模的访谈与预调研,以期对问卷中不合理的问项进行修改并确定最终问卷展开调研活动,本次调研共获得有效样本量273份,并利用SPSS 22.0进行了描述性统计分析、信度与效度分析。数据通过信度与效度检验后利用AMOS 22.0进行了验证性因子分析、路径分析与中介效应分析,以期厘清微博意见领袖与旅游者目的地决策间的影响关系与程度大小。研究结果显示:(1)本研究提出的理论模型可以较好地解释微博意见领袖对旅游者目的地决策的影响。其中,研究共提出假设27条,有24条假设都得到了有效的验证。表明在旅游领域,微博意见领袖同样发挥着重要的宣传营销作用,会对旅游者的决策行为产生影响;(2)各变量对旅游者目的地决策的影响程度是不同的,信息质量、互动性、信息呈现形式属于强影响因子,路径系数在0.5以上;吸引力、信息时效性属于弱影响因子,路径系数在0.5以下;(3)微博意见领袖的知名性、同质性与微博意见领袖推荐信息的信息专业性需要通过感知价值的中介作用来对旅游者的目的地决策产生影响;(4)感知价值下的两个维度功能价值与情感价值也会对旅游者目的地决策产生直接正向影响,且功能价值的影响程度大于情感价值的影响程度;(5)中介效应分析显示,感知价值是微博意见领袖影响旅游者目的地决策的重要中介变量。其中,感知价值的功能价值与情感价值在微博意见领袖的知名性、同质性、推荐信息专业性方面发挥着完全中介的作用,而在吸引力、互动性、信息质量、信息时效性、信息呈现形式等方面则发挥着部分中介的作用。结合研究结论,有针对性地提出了重视微博意见领袖的影响及宣传作用、有效识别微博意见领袖,充分发挥其商业价值、提升旅游者的感知价值水平等方面的营销建议。更多还原

【Abstract】 Nowadays,the Internet technology achieved a rapid development,the micro-blog users are increasing,and the micro-blog gradually becomes an important channel of the travel information transmission.At the same time,the development of the micro-blog has also led to a large number of tourist-like microblogging service leaders,which in the form of sharing or recommendation,release the relevant information of the tourism destination,thus having an important influence on the decision-making behavior of the tourism consumers.What is the characteristic of the opinion leader of the tourism microblogging service,how does he/ she affect the tourism decision-making and how the degree of influence still needs to be further explored.Therefore,based on the previous research,the research goal of this paper is to construct the relationship model between Weibo opinion leader and tourist destination decision and verify it with empirical research.Using the root theory to determine the relevant categories of the influence of Weibo opinion leaders on tourists’ destination decision-making,and using the category to design questionnaires,it is the main task of this paper to clarify the influence relationship and degree between Weibo opinion leaders and tourists’ destination decision-making.This research takes Weibo as an example to study the influence of Weibo opinion leaders on tourists’ destination decision-making,which is the enrichment of consumer behavior research in the new media environment,hope to enrich the theoretical research results of opinion leaders and tourists’ decision-making,and provide suggestions for tourism destination related enterprises to effectively use Weibo opinion leaders to launch marketing strategies.The study combs the relevant literature such as Weibo opinion leader,tourism decision making,designs the interview outline based on the literature combing,and analyzes 28 interview materials by using the research method of rooted theory,in order to determine the relevant categories of the influence of Weibo opinion leader on tourist destination decision,and put forward the research hypothesis and theoreticalmodel accordingly.Then,on the basis of previous studies and combined with the actual situation of this paper,we define the variables,design the measurement scale and form the initial questionnaire,and conduct small-scale interviews and pre-surveys on the initial questionnaire.A total of 273 valid samples were obtained,and the SPSS22.0 were used for descriptive statistical analysis,reliability analysis and validity analysis.After the reliability and validity test,the data used AMOS 22.0 to carry out confirmatory factor analysis,path analysis and intermediary effect analysis in order to clarify the influence relationship and degree between Weibo opinion leader and tourist destination decision.The results show that:(1)the theoretical model proposed in this study can explain the influence of Weibo opinion leaders on tourists’ destination decision-making.Among them,a total of 27 hypotheses are proposed,and 24 hypotheses have been effectively verified.It shows that in the field of tourism,Weibo opinion leaders also play an important role in propaganda and marketing,which will have an impact on tourists’ decision-making behavior;(2)the degree of influence of various variables on tourists’ destination decision-making is different,information quality,interactivity,information presentation form belong to strong influence factor,path coefficient is above 0.5;attraction,information timeliness belong to weak influence factor,path system.The number is below 0.5;(3)Weibo opinion leaders’ influence on tourists’ destination decision-making is weakened in turn.Fame,homogeneity and the information professionalism of Weibo opinion leaders recommend information need to have an impact on tourists’ destination decision through the intermediary role of perceived value.(4)the functional value and emotional value of the two dimensions of perceived value will also have a direct positive impact on tourists’ destination decision-making,and the influence of functional value is greater than that of emotional value;(5)The analysis of intermediary effect shows that the perceived value of tourists is an important intermediary variable for Weibo opinion leaders to influence tourists’ destination decisions.Among them,the functional value and emotional value of perceived value play a full intermediary role in the well-known,homogeneous and professional aspects of recommendation information of Weibo opinion leaders,while they play apart of intermediary role in attraction,interactivity,information quality,information timeliness,information presentation form and so on.Combining with the research conclusion,the paper puts forward some suggestions,such as attaching importance to Weibo opinion leaders’ influence and propaganda function,effectively identifying Weibo opinion leaders,giving full play to their commercial value and improving the level of perceived value of tourists.更多还原