社交媒体UGC对游客City Walk意愿的影响机制研究——以上海市为例

【作者】 朱颖；

【导师】 毛润泽；

【作者基本信息】 上海师范大学 ， 旅游管理硕士（专业学位）， 2025， 硕士

【摘要】 在数字化时代,社交媒体用户生成内容(UGC)深刻影响游客旅游决策,而City Walk作为体验城市文化的新兴旅游形式,在上海广受青睐。本研究聚焦社交媒体UGC对游客上海City Walk旅游意愿的影响机制,旨在揭示UGC作用于游客决策的心理路径,填补微旅游场景下UGC影响机制的理论空白,同时为上海文旅主体优化营销、激发旅游需求提供依据,兼具理论与实践意义。现有研究多将UGC视为整体变量,缺乏对其内容特征的拆解,且在City Walk这类微旅游场景中理论适配性不足。本研究通过聚焦上海案例,可完善UGC与旅游意愿关系研究,拓展“刺激—机体—反应”(S-O-R)模型的微旅游应用边界;实践层面则能助力上海文旅主体解决营销同质化问题,提升City Walk吸引力。研究采用扎根理论,通过目的性与滚雪球抽样,选取30位满足“近1年有上海City Walk经历/计划”“通过小红书接触相关UGC”的受访者,开展半结构化深度访谈,围绕“UGC接触—内容感知—心理变化—意愿转化—信任判断”收集一手资料,形成20余万字文本。数据分析遵循扎根理论三级编码:开放式编码提炼32个初始范畴,主轴编码整合为14个主范畴(分属UGC内容特征、游客心理机制、City Walk行为意愿维度),选择性编码构建“UGC内容特征—心理响应—心理体验—City Walk意愿”核心逻辑链,并经理论饱和度与效度检验确保模型可靠。研究发现,UGC对游客上海City Walk意愿的影响基于S-O-R模型,通过三条核心路径实现:(1)认知驱动路径:UGC的视觉吸引触发游客兴趣,经场景化呈现让游客产生身临其境感,促使其将City Walk纳入旅行计划。(2)情感驱动路径:UGC的深度叙事与文化多元交融内容,让游客形成文化认同,进而进入沉浸体验,转化为渴望体验意愿。(3)信任驱动路径:UGC的社交互动与内容真实性构建游客信任,推动其持续沉浸,最终强化City Walk决策。此外,游客对UGC的解读是主动整合信息、结合自身约束制定路线的能动过程。综上,UGC通过“认知—情感—信任”三重路径协同影响游客意愿,研究结论可为上海文旅实践提供启示,推动城市微旅游发展。更多还原

【Abstract】 In the digital age,User-Generated Content(UGC)on social media exerts a profound impact on tourists’travel decision-making.City Walk,as an emerging form of tourism focused on experiencing urban culture,enjoys great popularity in Shanghai.This study concentrates on the mechanism through which social media UGC influences tourists’willingness to engage in Shanghai City Walk.It aims to uncover the psychological pathways by which UGC affects tourists’decision-making,fill the theoretical gap regarding the impact mechanism of UGC in micro-tourism scenarios,and provide a basis for Shanghai’s cultural and tourism entities to optimize marketing strategies and stimulate tourism demand,thus holding both theoretical and practical significance.Existing studies mostly treat UGC as an overall variable,lacking in-depth decomposition of its content characteristics.Moreover,the theoretical adaptability of these studies in micro-tourism scenarios like City Walk is insufficient.By focusing on the case of Shanghai,this research can improve the study on the relationship between UGC and tourism willingness,and expand the application boundary of the"Stimulus-Organism-Response"(S-O-R)model in micro-tourism.Practically,it can help Shanghai’s cultural and tourism entities address the issue of homogeneous marketing and enhance the attractiveness of City Walk.Adopting the grounded theory method,this study selected 30 interviewees through purposive sampling and snowball sampling.The interviewees met two core criteria:"having experience with or plans for Shanghai City Walk in the past year"and"having accessed relevant UGC via Xiaohongshu".Semi-structured in-depth interviews were conducted,and first-hand data were collected following the logic of"UGC exposure-content perception-psychological change-willingness transformation-trust judgment",resulting in a text corpus of over 200,000 words.Data analysis followed the three-level coding process of grounded theory:open coding extracted 32 initial categories;axial coding integrated these into 14 main categories,which were classified into three dimensions,namely UGC content characteristics,tourists’psychological mechanisms,and City Walk behavioral willingness;selective coding constructed the core logical chain of"UGC content characteristics-psychological response-psychological experience-City Walk willingness".Theoretical saturation test and validity test were conducted to ensure the reliability of the model.The study found that the impact of UGC on tourists’willingness to participate in Shanghai City Walk is based on the S-O-R model and realized through three core pathways:(1)Cognitive-driven pathway:The visual appeal of UGC triggers tourists’interest.Through scenario-based presentation,tourists gain a sense of being on the scene,which prompts them to include City Walk in their travel plans.(2)Emotional-driven pathway:The in-depth narration and cultural diversity content in UGC help tourists develop cultural identity,further leading them into an immersive experience and transforming into a willingness to experience City Walk.(3)Trust-driven pathway:The social interaction and content authenticity of UGC build tourists’trust,driving them to maintain continuous engagement and ultimately strengthening their decision to participate in City Walk.In addition,tourists’interpretation of UGC is an active process of integrating information and formulating routes based on their own constraints.In conclusion,UGC synergistically influences tourists’willingness through the threefold pathway of"cognition-emotion-trust".The research findings can provide insights for Shanghai’s cultural and tourism practices and promote the development of urban micro-tourism.更多还原