虚拟代言人短视频提升游客参观意向：叙事运输理论

IF 7.3 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Tourism Management Perspectives Pub Date : 2025-06-15 DOI:10.1016/j.tmp.2025.101389

Jiahui Huang , Dan Huang , Keyu Huang

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引用次数: 0

摘要

虚拟人作为虚拟世界的演员，越来越多地被用作短视频的代言人，以宣传旅游目的地。然而，很少有研究考察它们在目的地营销中的有效性。本研究运用叙事运输理论，构建虚拟代言人短视频对游客旅游意向影响的模型。对该模型进行了实证检验，并请来了一位颇受欢迎的虚拟代言人（即苏小梅）。结果表明，目的地一致性、叙事连贯性和真实性促进了共情，并间接影响了旅游意向，而拟人化直接影响了旅游意向。共情在这些叙事元素与访问意图的关系中起中介作用。这项研究为虚拟代言人如何与视频叙事中的其他元素相结合，有效促进目的地营销提供了有价值的见解。

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Enhancing tourist visit intentions through virtual endorsers' short videos: A narrative transportation theory

Virtual humans, as actors in the metaverse, are increasingly being utilized as endorsers in short videos to promote tourism destinations. Yet few studies have examined their effectiveness in destination marketing. This study applied the narrative transportation theory to build a model that investigates the impact of virtual endorsers' short videos on tourist visit intentions. The model was empirically tested with a popular virtual endorser (i.e., Su Xiaomei). Results show that endorser-destination congruence, narrative coherence, and authenticity boost empathy and indirectly influence visit intentions, while anthropomorphism directly influence visit intentions. Empathy plays a mediating role in the relationship between these narrative elements and visit intentions. This research provides valuable insights into how virtual endorsers, in conjunction with other elements within the video narrative, can effectively promote destination marketing.

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来源期刊

Tourism Management Perspectives Multiple-

CiteScore

15.60

自引率

3.40%

发文量

审稿时长

59 days

期刊介绍： Tourism Management Perspectives is an interdisciplinary journal that focuses on the planning and management of travel and tourism. It covers topics such as tourist experiences, their consequences for communities, economies, and environments, the creation of image, the shaping of tourist experiences and perceptions, and the management of tourist organizations and destinations. The journal's editorial board consists of experienced international professionals and it shares the board with Tourism Management. The journal covers socio-cultural, technological, planning, and policy aspects of international, national, and regional tourism, as well as specific management studies. It encourages papers that introduce new research methods and critique existing ones in the context of tourism research. The journal publishes empirical research articles and high-quality review articles on important topics and emerging themes that enhance the theoretical and conceptual understanding of key areas within travel and tourism management.