Zhao Chen, Shen Huawen, Zhang Yating
International School of Cultural Tourism, Zhejiang University City College, Hangzhou, China.
Faculty of International Tourism and Management, City University of Macau, Macau, China.
Front Psychol. 2022 Jul 26;13:905002. doi: 10.3389/fpsyg.2022.905002. eCollection 2022.
COVID-19 has caused significant damage globally, including tourism. This study adopts the quantitative research method, selects 588 samples from tourists watching short videos to investigate the antecedents and effects of parasocial interaction between tourists and short video tourism Vloggers, and analyses them with partial least squares. Based on parasocial relationship theory, this study investigates the antecedents of parasocial relationships between tourists and short video tourism Vloggers and their willingness to share short video tourism. Results show that the consistency of values, entertainment motivation, and emotional engagement positively impact the parasocial relationships between tourists and short video tourism Vloggers and affect the online sharing intention through the parasocial relationship. The consistency of values can directly affect sharing intention. As an intermediary variable, parasocial relationship positively impacts value congruence, entertainment motivation, emotional engagement, and sharing intention. This study introduces parasocial relationship into the research of tourism short video Vloggers, which enriches the literature. Furthermore, this introduction provides new marketing strategies and suggestions for the sustainable development of tourism.
新冠疫情已在全球范围内造成重大破坏，包括对旅游业的影响。本研究采用定量研究方法，从观看短视频的游客中选取588个样本，以调查游客与短视频旅游博主之间准社会互动的前因及影响，并运用偏最小二乘法进行分析。基于准社会关系理论，本研究考察了游客与短视频旅游博主之间准社会关系的前因及其分享短视频旅游内容的意愿。研究结果表明，价值观一致性、娱乐动机和情感投入对游客与短视频旅游博主之间的准社会关系产生积极影响，并通过准社会关系影响在线分享意愿。价值观一致性能够直接影响分享意愿。作为中介变量，准社会关系对价值观一致性、娱乐动机、情感投入和分享意愿均产生积极影响。本研究将准社会关系引入旅游短视频博主的研究中，丰富了相关文献。此外，这一引入为旅游业的可持续发展提供了新的营销策略和建议。
