旅行真人秀受众涉入对出境旅游意向影响研究——一个有中介的调节模型

近年来，旅行真人秀的热播引发了出境旅游热。为厘清这一作用机制，从受众涉入视角，运用结构方程模型，以目的地形象感知为中介变量、文化距离为调节变量，探究受众涉入对出境旅游意向的影响机制。结果表明：(1)受众涉入与出境旅游意向呈正相关；(2)受众涉入对目的地形象感知具有正向显著影响，目的地形象感知对出境旅游意向具有正向显著影响，目的地形象感知在受众涉入对出境旅游意向的影响中起中介作用；(3)文化距离负向调节了受众涉入对出境旅游意向的影响，且这一调节效应以目的地形象感知为中介变量。基于上述结果，目的地营销组织要精心设计节目内容，提高受众涉入度，强化目的地形象塑造与推广，突出文化相似性，激发受众到访目的地的意向。

On the Influence of Travel Reality TV Audience Involvement on Outbound Travel Intentions: a Moderated Model with Mediation

In recent years, the popularity of reality travel shows has triggered outbound travel fever. In order to clarify the mechanism of this effect, a structural equation model was used to investigate the influence of audience involvement on outbound tourism intention from the perspective of audience involvement, using destination image perception as the mediating variable and cultural distance as the moderating variable. The results showed that: (1) audience involvement was positively related to outbound tourism intention; (2) audience involvement had a positive and significant effect on destination image perception, and destination image perception had a positive and significant effect on outbound tourism intention, and destination image perception mediated the effect of audience involvement on outbound tourism intention; (3) cultural distance negatively moderated the effect of audience involvement on outbound tourism intention, and this moderating effect is mediated by the perception of the destination image. Based on the above results, destination marketing organizations should carefully design the content of the program to improve audience involvement, reinforce destination image shaping and promotion, and highlight cultural similarities to stimulate the intention of the audience to visit the destination.