文化的力量：它如何塑造游客与目的地的在线互动

IF 8.2 2区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

Journal of Travel & Tourism Marketing Pub Date : 2023-03-24 DOI:10.1080/10548408.2023.2239854

Jie Yin, Xingqin Qu, Yensen Ni

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引用次数: 2

摘要

摘要本研究以湄洲岛妈祖文化为研究对象，探讨信仰和民俗文化对目的地网络参与行为的影响。通过社会认知理论，研究表明，文化氛围通过神秘感和地点独特性影响网络参与行为，但同伴情绪传染和感知拥挤对这种关系起到了负面调节作用。根据这项研究，改善文化环境和调节游客流量对于为游客创造积极的目的地体验至关重要。该研究还为旅游从业者和政策制定者提供了关于如何增强目的地在线参与行为和促进信仰和民俗文化旅游的宝贵见解。

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The power of culture: how it shapes tourists’ online engagement with destinations

ABSTRACT This study investigates how belief and folklore culture influence destination online engagement behavior, with a specific focus on Meizhou Island’s Mazu culture. Through social cognition theory, the study reveals that cultural atmosphere affects online engagement behavior through mystique and place distinctiveness, but peer emotional contagion and perceived crowding moderate this relationship negatively. According to the study, enhancing the cultural environment and regulating tourist flow is critical to creating a positive destination experience for tourists. The study also provides valuable insights for tourism practitioners and policymakers on how to enhance destination online engagement behavior and promote belief and folklore culture tourism.

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来源期刊

Journal of Travel & Tourism Marketing HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

13.50

自引率

8.30%

发文量

期刊介绍： The Journal of Travel & Tourism Marketing (JTTM) is a valuable platform for researchers and managers in the travel and tourism industry. It facilitates the exchange of ideas and provides updates on the latest developments in tourism. JTTM accepts submissions on various topics including marketing management practices, applied research studies, critical reviews, advancements in tourism marketing technologies, and the impact of business and government policies on travel and tourism marketing.