目的地推广中的数字复活技术

IF 10.4 1区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Annals of Tourism Research Pub Date : 2025-01-01 DOI:10.1016/j.annals.2024.103888

Yuchen Wang , Rui Guo , Mengmeng Song , Rob Law

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引用次数: 0

摘要

本研究从技术接受的角度出发，运用创新扩散理论和混合方法，探讨数字复活技术如何影响目的地口碑。扎根理论和实验结果表明：第一，对于不严肃的目的地，采用数字复活技术可以提高口碑，而对于严肃的目的地，不采用数字复活技术反而会提高口碑。第二，在非严肃目的地，感知兼容性中介了收养的正向效应，而在严肃目的地，收养通过道德厌恶削弱了口碑效应。第三，在非严肃目的地，高外观真实感的复活形象增强了感知兼容性，从而提高了口碑；在严肃的目的地，低外观现实主义唤起更大的道德厌恶，减少口碑。第四，游客的体验开放性调节了这些中介效应。

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Digital resurrection technology in destination promotion

This study, from a technology acceptance perspective using innovation diffusion theory and a mixed-method approach, explores how digital resurrection technology influences destination word of mouth. Grounded theory and experimental results show: First, for non-serious destinations, adopting digital resurrection technology enhances word of mouth, while for serious destinations, not adopting it leads to better word of mouth. Second, in non-serious destinations, perceived compatibility mediates the positive effect of adoption, while in serious destinations, adoption weakens word of mouth through moral disgust. Third, in non-serious destinations, resurrection image with high appearance realism enhances perceived compatibility, thus improving word of mouth; in serious destinations, low appearance realism evokes greater moral disgust, reducing word of mouth. Fourth, Tourists' openness to experience moderates these mediating effects.

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来源期刊

Annals of Tourism Research Multiple-

CiteScore

19.10

自引率

9.10%

发文量

135

审稿时长

42 days

期刊介绍： The Annals of Tourism Research is a scholarly journal that focuses on academic perspectives related to tourism. The journal defines tourism as a global economic activity that involves travel behavior, management and marketing activities of service industries catering to consumer demand, the effects of tourism on communities, and policy and governance at local, national, and international levels. While the journal aims to strike a balance between theory and application, its primary focus is on developing theoretical constructs that bridge the gap between business and the social and behavioral sciences. The disciplinary areas covered in the journal include, but are not limited to, service industries management, marketing science, consumer marketing, decision-making and behavior, business ethics, economics and forecasting, environment, geography and development, education and knowledge development, political science and administration, consumer-focused psychology, and anthropology and sociology.