Is broadcaster always effective in rural tourism promoting? The congruence effect of broadcaster–rural tour in live streaming

IF 4.3 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Asia Pacific Journal of Tourism Research Pub Date : 2023-08-03 DOI:10.1080/10941665.2023.2276847

Lei Wang, Yonglong Sun, Kai Wang, Jinwen Niu, Qiancao Ren, Wei Chen, Ruoxin Li

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引用次数: 0

Abstract

ABSTRACT In recent years, rural tourism promoting has experienced unusual development opportunities due to the positive effects of live streaming. Despite the previous literature emphasizing the importance of rural tourism live streams, the current study investigates the interaction effect between different types of broadcasters and rural tours on potential tourists’ travel intentions. Through a controlled experimental design with 194 participants, this study found that the congruence between broadcasters and rural tours significantly influences potential tourists’ travel intentions. Specifically, when villager (vs. celebrity) broadcasters recommend local culture tours in live streaming, potential tourists’ travel intentions are significantly higher, and this effect is mediated by internalization. On the other hand, when celebrity (vs. villager) broadcasters recommend natural ecology tours, potential tourists’ travel intentions are significantly higher, and this effect is caused by identification. This study contributes to the literature on rural tourism and provides practical implications for tourism marketers and broadcasters seeking to maximize the effectiveness of their promotion in live streaming.

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主播在乡村旅游推广中总是有效的吗？直播中主播与乡村旅游的一致性效应

ABSTRACT 近年来，由于直播的积极作用，乡村旅游推广迎来了不同寻常的发展机遇。尽管以往的文献强调了乡村旅游直播的重要性，但本研究调查了不同类型的主播和乡村游对潜在游客旅游意向的交互影响。通过对 194 名参与者进行对照实验设计，本研究发现，主播与乡村游之间的一致性会显著影响潜在游客的旅游意向。具体来说，当村民（vs.名人）主播在直播中推荐当地文化游时，潜在游客的旅游意向会显著提高，而这种效应是由内化中介的。另一方面，当名人（vs.村民）主播推荐自然生态游时，潜在游客的旅游意向会明显提高，而这一效应是由认同引起的。本研究为有关乡村旅游的文献做出了贡献，并为旅游营销人员和主播在直播中寻求推广效果最大化提供了实践意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asia Pacific Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

6.80

自引率

4.00%

发文量

期刊介绍： Asia Pacific Journal of Tourism Research is the official journal of the Asia Pacific Tourism Association (Founded September 1995) and seeks to publish both empirically and theoretically based articles which advance and foster knowledge of tourism as it relates to the Asia Pacific region. The Journal welcomes submissions of full length articles and critical reviews on major issues with relevance to tourism in the Asia Pacific region.