人类与虚拟影响者的效应:目的地类型和自我参照过程的作用

IF 10.9 1区 管理学 Q1 ENVIRONMENTAL STUDIES Tourism Management Pub Date : 2024-06-14 DOI:10.1016/j.tourman.2024.104978
Lu (Monroe) Meng , Yongyue Bie , Mengya Yang , Yijie Wang
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引用次数: 0

摘要

社交媒体影响者影响游客决策过程的能力日益得到认可。新出现的虚拟影响者现象对人类影响者提出了前所未有的挑战,重塑了旅游业的动态。如何整合各种形式的目的地广告,协调人类和虚拟影响者的方法,以有效吸引游客,仍然是一项挑战。本研究通过调查人类和虚拟影响者在为自然目的地和文化目的地背书时的有效性,弥补了这一空白。采用来源可信度理论,我们进行了五项实证研究。我们的研究结果表明,虚拟影响者提高了文化旅游目的地的访问意向,而人类影响者则提高了自然旅游目的地的访问意向。在这一过程中,可信度和自我参照起到了连续的中介作用。此外,本研究还探讨了游客对独特性偏好的调节作用。这项研究为旨在有效利用虚拟影响者力量的旅游业管理者提供了宝贵的见解。
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The effect of human versus virtual influencers: The roles of destination types and self-referencing processes

Social media influencers are increasingly recognized for their ability to influence tourists' decision-making processes. The emergent phenomenon of virtual influencers presents an unprecedented challenge to their human counterparts, reshaping the dynamics of the tourism industry. It remains a challenge to integrate various forms of destination advertising and harmonize the approaches of both human and virtual influencers to effectively attract tourists. This study addresses this gap by investigating the effectiveness of human and virtual influencers in endorsing natural versus cultural destinations. Adopting source credibility theory, we conduct five empirical studies. Our findings reveal that virtual influencers boost visit intentions for cultural destinations, while human influencers do so for natural destinations. Credibility and self-referencing play a serially mediating role in this process. Furthermore, this study explores the moderating role of tourists’ preference for uniqueness. This research offers valuable insights for tourism industry managers aiming to harness the power of virtual influencers effectively.

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来源期刊
Tourism Management
Tourism Management Multiple-
CiteScore
24.10
自引率
7.90%
发文量
190
审稿时长
45 days
期刊介绍: Tourism Management, the preeminent scholarly journal, concentrates on the comprehensive management aspects, encompassing planning and policy, within the realm of travel and tourism. Adopting an interdisciplinary perspective, the journal delves into international, national, and regional tourism, addressing various management challenges. Its content mirrors this integrative approach, featuring primary research articles, progress in tourism research, case studies, research notes, discussions on current issues, and book reviews. Emphasizing scholarly rigor, all published papers are expected to contribute to theoretical and/or methodological advancements while offering specific insights relevant to tourism management and policy.
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