社交网站上旅游嫉妒的作用及其性别差异

依据社会比较理论，构建社会比较、自我呈现、旅游嫉妒与出游意向间的概念模型，采用问卷调查方式，在岳麓山—橘子洲旅游景区面向常使用社交网站的青年旅游者实施抽样调查获得基础数据，以结构方程模型揭示社交网站上旅游嫉妒作用机制及性别差异。结果表明：社会比较正向影响旅游嫉妒，同时正向影响出游意向；积极自我呈现负向影响旅游嫉妒，其与出游意向不呈负向关系；真实自我呈现正向影响出游意向，其与旅游嫉妒关系不显著。旅游嫉妒的作用具有较明显的性别差异，青年女性旅游嫉妒对出游意向呈显著正向影响，影响效果值达 0.251；其真实自我呈现与旅游嫉妒呈负向影响关系，效果值为 -0.043 且不显著。青年男性旅游嫉妒对出游意向影响不显著，效果值为 0.114；其真实自我呈现与旅游嫉妒呈正向影响关系，效果值为 0.077 且不显著。

The Role of Tourism Envy on Social Networking Sites and Its Gender Differences

According to the theory of social comparison, this article constructs a conceptual model of social comparison, self-presentation, tourism envy and travel intentions, and use the questionnaire tool to obtain basic data for the young tourists who often use social networking sites in the Yuelu Mountain-Orange Island tourist scenic spot. The structural equation model reveals the mechanism of action and gender differences in tourism on social networking sites.The results show that social comparison has a positive effect on tourism envy, while positively affecting travel intention; positive self-presentation negatively affects tourism envy and its relationship with travel intention is not significant; real self-presentation positively affects travel intention and its relationship with travel envy is not significant. The effect of travel jealousy has obvious gender differences. The young female tourism envy has a significant positive effect on their travel intention, with an effect value of 0.251. The real self-presentation isnegatively related to tourism envy, with an effect value of -0.043 and not significant. The influence of young male tourism envy on the travel intention is not significant, with an effect value of 0.114; there is a positive relationship between real self-presentation and tourism envy, which is insignificant, with an effect value of 0.077.