影像、口碑和文本的傳播效果及其對(duì)旅游期望的影響研究
發(fā)布時(shí)間：2019-05-24 18:17
【摘要】：在互聯(lián)網(wǎng)普及之前,人們主要從電視、報(bào)紙、雜志、書籍及親朋好友處獲取信息。然而,隨著計(jì)算機(jī)、互聯(lián)網(wǎng)的發(fā)展,網(wǎng)絡(luò)儼然成為人們獲取信息的主要渠道,越來越多的旅游消費(fèi)者熱衷于在線獲取旅游信息。潛在旅游者通過觀看互聯(lián)網(wǎng)中目的地的視頻,閱讀口碑和游記,對(duì)目的地持有一定的意象,而期望的產(chǎn)生建立在意象的基礎(chǔ)之上。以此為研究思路,本研究主要回答以下4方面的問題： 1.影像、口碑和文本的傳播效果如何?哪種媒介的傳播效果更好? 2.哪些因素影響影像、口碑和文本的傳播效果? 3.非旅游信息和旅游信息在塑造人們對(duì)目的地的意象方面有無差異? 4.旅游意象與旅游期望之間有哪些聯(lián)系? 本研究同時(shí)使用了量的研究方法和質(zhì)的研究方法。在量的研究部分,通過問卷調(diào)查法收集資料,使用spss16.0對(duì)數(shù)據(jù)進(jìn)行錄入和整理,采用方差分析法對(duì)影像、口碑和文本三種媒介在認(rèn)知意象、情感意象和意動(dòng)意象層面的傳播效果進(jìn)行分析。在質(zhì)的研究部分,首先,使用質(zhì)性分析的方法分析了影響傳播效果的因素；其次,按照三級(jí)編碼方式對(duì)旅游意象進(jìn)行編碼；最后,分析了旅游意象和旅游期望之間的關(guān)系。 本研究的主要結(jié)論如下： 1.在認(rèn)知意象層面,總體來看影像、口碑和文本的傳播效果不存在顯著差異,但在個(gè)別題項(xiàng)上存在顯著差異；在情感意象層面,影像、口碑和文本的傳播效果存在顯著差異,口碑、文本的傳播效果優(yōu)于影像；在意動(dòng)意象層面,影像、口碑和文本的傳播效果存在顯著差異,口碑的傳播效果最好,其次是文本,最后是影像。 2.通過對(duì)調(diào)查對(duì)象進(jìn)行訪談,本研究認(rèn)為以下因素影響傳播效果：①傳播方式影響情感意象。視頻主要以陳述的方式展現(xiàn)目的地,運(yùn)用理性的力量說服受眾；而游記在介紹目的地的同時(shí)會(huì)表達(dá)作者自身對(duì)目的地的某種感情,作者在整個(gè)信息傳播過程中扮演著意見領(lǐng)袖的角色,他的意見和看法會(huì)對(duì)受眾產(chǎn)生影響。②傳播內(nèi)容影響認(rèn)知意象和意動(dòng)意象。③信源的可信性影響整體傳播效果。傳播者決定傳播內(nèi)容,但是從宣傳或說服的角度而言,即便是同一內(nèi)容的信息,如果出于不同的傳播者,受眾對(duì)其接受程度是不一樣的,因?yàn)槿藗兪紫葧?huì)根據(jù)傳播者自身的可信性對(duì)信息的真?zhèn)魏蛢r(jià)值作出判斷。④受眾個(gè)人因素影響整體傳播效果。由于每個(gè)人知識(shí)結(jié)構(gòu)、求知欲、性格和習(xí)慣的不同,其信息接受行為也各具特點(diǎn),這些特點(diǎn)會(huì)直接或間接的影響傳播效果。但相比于情感意象和意動(dòng)意象,個(gè)人因素對(duì)認(rèn)知意象的影響則不明顯。 3.本研究對(duì)旅游意象進(jìn)行編碼,以探究意象和期望之間的關(guān)系。在以原始意象、誘導(dǎo)意象和復(fù)合意象為3類核心編碼的基礎(chǔ)上,形成景點(diǎn)意象、歷史意象、文化意象、休閑意象、生活意象、正向意象和負(fù)向意象7個(gè)軸心編碼。 4.通過對(duì)意象和期望進(jìn)行分析,本研究認(rèn)為：不同的意象影響期望的不同方面,并且意象與期望間的作用是雙向的。具體提出了如下三個(gè)命題：①在人們前往目的地之前,不只是誘導(dǎo)意象決定期望,原始意象同樣決定期望。②原始意象中的景點(diǎn)意象,尤其是一些標(biāo)志性景點(diǎn)意象,是顯性期望的重要組成部分。③意象和期望的作用是雙向的。隱性期望直接影響復(fù)合意象,隱性期望的實(shí)現(xiàn)往往產(chǎn)生正向的復(fù)合意象。 在結(jié)構(gòu)上,本研究由六部分組成： 第一部分：緒論。由研究緣起、理論意義和現(xiàn)實(shí)意義、研究?jī)?nèi)容三部分組成。 第二部分：文獻(xiàn)綜述。這一部分主要從傳播效果、旅游意象和旅游期望三個(gè)方面梳理相關(guān)研究成果,在此基礎(chǔ)上提出了本文的研究問題。 第三部分：研究設(shè)計(jì)。該部分包括：研究設(shè)計(jì)、研究假設(shè)、對(duì)相關(guān)概念的界定、目的地的選擇、問卷設(shè)計(jì)和研究方法等內(nèi)容。 第四部分：數(shù)據(jù)分析。主要使用方差分析法從認(rèn)知意象、情感意象和意動(dòng)意象三個(gè)層面研究影像、口碑和文本的傳播效果。在該章結(jié)束部分,通過分析訪談資料,探討了影響傳播效果的因素。 第五部分：旅游意象的識(shí)別及意象與期望的關(guān)系。這一部分通過分析訪談資料和游記文本資料,對(duì)旅游意象進(jìn)行編碼,在此基礎(chǔ)上探討了旅游意象與旅游期望之間的關(guān)系。 第六部分：結(jié)語。該部分對(duì)全文進(jìn)行了總結(jié),具體包括研究結(jié)論、研究局限和研究展望。
[Abstract]:Before the popularity of the Internet, people have access to information from television, newspapers, magazines, books and relatives and friends. However, with the development of the computer and the Internet, the network has become the main channel of people's access to information, and more and more tourists are keen to get the travel information online. The potential tourists, by viewing the video of the destination in the Internet, reading the word of mouth and the travel notes, hold a certain image for the destination, and the expected production is based on the image. In this way, this study mainly answers the following four questions: 1. The effects of image, word-of-mouth and text What? What kind of medium's transmission effect is more good?2. What factors affect the transmission of images, word-of-mouth and text Broadcasting effect?3. Non-tourism information and travel information in shaping people's image of the destination Is there a difference in the face?4. Tourism image and tourism expectation What are the links between this study and the amount of study used at the same time Methods and qualitative research methods were used. The data were collected by the questionnaire method. The data were recorded and sorted by the questionnaire method. The three media of the image, the word of mouth and the text were analyzed by the variance analysis method in the aspects of the cognitive image, the emotional image and the Italian image. The paper analyzes the effect of the propagation. In the part of the qualitative research, firstly, the factors that influence the effect of the propagation are analyzed by using the method of qualitative analysis; secondly, the tourism image is encoded according to the three-level coding mode; and finally, the tourism image and the tourism image are analyzed. The relationship between tourism expectations. The main conclusions of this study are as follows:1. At the level of cognitive image, there is no significant difference in the transmission effect of images, word-of-mouth and text, but there are significant differences in individual subjects; in the aspect of emotional image, image, word of mouth and word of mouth There is a significant difference in the transmission effect of the text, and the transmission effect of the word of mouth and the text is better than that of the image; the transmission effect of the image, the word of mouth and the text is obviously different, and the transmission effect of the word-of-mouth is the most good, second, the text, and finally the image.2. By conducting an interview with the survey object, the study is of the opinion that the following factors affect the transmission The effect of broadcasting: the influence of the way of transmission on the emotional image. The video shows the destination in the way of presentation, and the audience is persuaded by the power of reason; while the travel of the travel to the destination, the author expresses the author's own feelings about the destination, and the author is in the whole information. The role of a leader in the process of communication, His views and views will have an impact on the audience. The content of the communication influences the cognitive image and the moving image. The credibility of a source of information affects the overall effect of the spread. The propagator decides to spread the content, but in terms of propaganda or persuasion, even if it is information of the same content, the audience is different to the degree of acceptance, since people first will, in the light of the propagator's own, The authenticity and the value of the information are judged. Because of the different knowledge structure, the desire, the character and the habit, the information accepting behavior of each person also has the characteristics, these It can directly or indirectly affect the effect of the spread. 3. The influence of human factors on the cognitive image is not obvious. On the basis of the original image, the induced image and the composite image as the three core codes, the image of the scenic spot, the historical image, the cultural image, the leisure image and the life meaning are formed. 4. By analyzing the image and the expectation, the present study is of the view that the different image influences the expectation. In the same way, and the interaction between the image and the expectation is two-way. The following three propositions are put forward: before people go to the destination, not just The image of the image in the original image, in particular some of the marks, is the same as the original image. The image of the scenic spot is the weight of the dominant expectation. To be an integral part. The effect of image and expectation is two-way. The implicit expectation directly affects the composite image. And the realization of the recessive expectation tends to be positive. Complex image. In the structure, this study consists of six parts: the first part: introduction. The Study of the Origin, the Theory and the Present The second part is the summary of the literature. This part is mainly from the spreading effect, the tourism image and the tourism expectation. the relevant research results of the surface carding, The third part: the research and design, the research hypothesis, the pair Definition, purpose of the relevant concept Selection of land, design of questionnaire and research methods, etc. Part four: data analysis. The effects of image, word-of-mouth and text are studied in three aspects. At the end of the chapter, through the analysis of the interview data, the effect of the interview is discussed. The fifth part: the identification of the tourism image and the relationship between the image and the expectation. tourism image coding On the basis of this, the relationship between the tourism image and the tourism expectation is discussed.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592
本文編號(hào)：2485081
[Abstract]:Before the popularity of the Internet, people have access to information from television, newspapers, magazines, books and relatives and friends. However, with the development of the computer and the Internet, the network has become the main channel of people's access to information, and more and more tourists are keen to get the travel information online. The potential tourists, by viewing the video of the destination in the Internet, reading the word of mouth and the travel notes, hold a certain image for the destination, and the expected production is based on the image. In this way, this study mainly answers the following four questions: 1. The effects of image, word-of-mouth and text What? What kind of medium's transmission effect is more good?2. What factors affect the transmission of images, word-of-mouth and text Broadcasting effect?3. Non-tourism information and travel information in shaping people's image of the destination Is there a difference in the face?4. Tourism image and tourism expectation What are the links between this study and the amount of study used at the same time Methods and qualitative research methods were used. The data were collected by the questionnaire method. The data were recorded and sorted by the questionnaire method. The three media of the image, the word of mouth and the text were analyzed by the variance analysis method in the aspects of the cognitive image, the emotional image and the Italian image. The paper analyzes the effect of the propagation. In the part of the qualitative research, firstly, the factors that influence the effect of the propagation are analyzed by using the method of qualitative analysis; secondly, the tourism image is encoded according to the three-level coding mode; and finally, the tourism image and the tourism image are analyzed. The relationship between tourism expectations. The main conclusions of this study are as follows:1. At the level of cognitive image, there is no significant difference in the transmission effect of images, word-of-mouth and text, but there are significant differences in individual subjects; in the aspect of emotional image, image, word of mouth and word of mouth There is a significant difference in the transmission effect of the text, and the transmission effect of the word of mouth and the text is better than that of the image; the transmission effect of the image, the word of mouth and the text is obviously different, and the transmission effect of the word-of-mouth is the most good, second, the text, and finally the image.2. By conducting an interview with the survey object, the study is of the opinion that the following factors affect the transmission The effect of broadcasting: the influence of the way of transmission on the emotional image. The video shows the destination in the way of presentation, and the audience is persuaded by the power of reason; while the travel of the travel to the destination, the author expresses the author's own feelings about the destination, and the author is in the whole information. The role of a leader in the process of communication, His views and views will have an impact on the audience. The content of the communication influences the cognitive image and the moving image. The credibility of a source of information affects the overall effect of the spread. The propagator decides to spread the content, but in terms of propaganda or persuasion, even if it is information of the same content, the audience is different to the degree of acceptance, since people first will, in the light of the propagator's own, The authenticity and the value of the information are judged. Because of the different knowledge structure, the desire, the character and the habit, the information accepting behavior of each person also has the characteristics, these It can directly or indirectly affect the effect of the spread. 3. The influence of human factors on the cognitive image is not obvious. On the basis of the original image, the induced image and the composite image as the three core codes, the image of the scenic spot, the historical image, the cultural image, the leisure image and the life meaning are formed. 4. By analyzing the image and the expectation, the present study is of the view that the different image influences the expectation. In the same way, and the interaction between the image and the expectation is two-way. The following three propositions are put forward: before people go to the destination, not just The image of the image in the original image, in particular some of the marks, is the same as the original image. The image of the scenic spot is the weight of the dominant expectation. To be an integral part. The effect of image and expectation is two-way. The implicit expectation directly affects the composite image. And the realization of the recessive expectation tends to be positive. Complex image. In the structure, this study consists of six parts: the first part: introduction. The Study of the Origin, the Theory and the Present The second part is the summary of the literature. This part is mainly from the spreading effect, the tourism image and the tourism expectation. the relevant research results of the surface carding, The third part: the research and design, the research hypothesis, the pair Definition, purpose of the relevant concept Selection of land, design of questionnaire and research methods, etc. Part four: data analysis. The effects of image, word-of-mouth and text are studied in three aspects. At the end of the chapter, through the analysis of the interview data, the effect of the interview is discussed. The fifth part: the identification of the tourism image and the relationship between the image and the expectation. tourism image coding On the basis of this, the relationship between the tourism image and the tourism expectation is discussed.
【學(xué)位授予單位】：東北財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F592
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