从直播者到观众：探索旅游直播者的说服语言风格及其对旅游意向的影响

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM Journal of Travel & Tourism Marketing Pub Date : 2023-10-13 DOI:10.1080/10548408.2023.2294071

Mengfan Li, Mingming Cheng, Vanessa Quintal, Isaac Cheah

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引用次数: 0

摘要

ABSTRACT 旅游直播在观众中越来越受欢迎，这为直播者提供了前所未有的机会。本研究以霍夫兰的说服理论和亚里士多德的修辞说服模式为基础，探讨了旅游直播者的说服语言风格。通过对 23 位受访者的深入访谈，研究发现了直播者语言说服风格的四个维度，包括情感诉求、逻辑诉求、可信度诉求以及一个新的维度--社交诉求。这一新维度扩展了霍夫兰的说服理论，并为在旅游直播中如何培养直播者的说服语言风格以有效影响观众提供了新的实用见解。

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From live streamer to viewer: exploring travel live streamer persuasive linguistic styles and their impacts on travel intentions

ABSTRACT Travel live streaming’s growing popularity among viewers provides unprecedented opportunities for live streamers. This study explores the persuasive linguistic styles of travel live streamers, underpinned by Hovland’s persuasion theory and Aristotle’s rhetoric persuasion modes. Through 23 in-depth interviewees, four dimensions of live streamer linguistic persuasion styles are identified, which include appeals to emotion, logic, credibility, and a new dimension, appeal to social. This new dimension extends Hovland’s persuasion theory and offers new practical insights into how the persuasive linguistic styles of live streamers may be cultivated to effectively influence viewers in travel live streaming.

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.