| In recent years,the domestic Film-induced Tourism has not limited to the film base or film and The movie theme park tourism,with the rapid development of Film-induced Tourism,more and more filming locations are attracting people's attention,and reality show as a now Very popular type of TV program,the Location shooting has become a popular tourist destination.Relative to the film,television and other traditional TV programs,the reality show has a variety of content,real,civilians and many other characteristics,so the impact of the audience is not the same.Although there are many scholars research Film-induced Tourism,but the reality show tourism research object is rare,also lack of article that from the film tourist psychological perspective and research the tourist destination image perception changes and the tourism Intention.This paper integrates the Communication sciences,tourism science with the tourism marketing use for cross-disciplinary academic investigation.The main purpose of this study is as follows:(I)Through the reading of domestic and foreign film-induce tourism,tourism destination image and behavior intention literature,we can understand the research progress of film-induce tourism,tourism destination image and behavior intention?,and laid a theoretical foundation for this paper.(2)Make Audience involvement,tourism destination image and behavioral intention measurement scale,and to investigate,explore the three dimensions of construction.(3)Establish the influence mechanism of the Audience involvement to the tourism destination image and behavior intention,research the relationship between this three constructions,verify the hypothesis,and Advice on tourism destination marketing according to the conclusion.This study introduces "audience involvement" into the study of reality show tourism.The main research questions are:(1)What kind of psychological mechanism does the reality show affect the audience's perception of the destination image and the behavior intention?(2)What ' s the relationship between audience participation,tourism destination image and behavioral intention?In this paper,420 valid samples were collected and analyzed by spss19.0 and AMOS21.0 statistical analysis software.The exploratory factor analysis,confirmatory factor analysis,analysis of factor analysis and Structural equation modeling were carried out by using the empirical research method,build the model and verify the hypothesis,get the following conclusions:(1)According to exploratory factor analysis,the research found that audience involvement including three dimensions:cognitive involvement,behavior involvement and emotion involvement.In the background of reality show,emotional involvement is the most important dimension of audience participation,followed by behavior participation and Cognitive participation.The emotional response of the audience to the reality show can cause a high level of audience participation.In the tourism destination image scale,three factors were extracted,named landscape/environment,entertainment/customs and emotional images.According to the previous analysis and related items,the landscape/environment and entertainment/customs characteristics were Class as a cognitive image,the tourism destination image classified as cognitive image and emotional image of the two dimensions for follow-up study.The behavioral intention scale only extracts a factor that studies behavioral intent as a single variable.(2)According to the results of model and path test,the three dimensions of audience participation,behavior participation and affective participation positively affect the behavior intention of tourists,and the behavioral participation has the greatest influence on behavior intention,Of the discussion,sharing and other acts can trigger their desire to go to reality show.(3)The three dimensions of audience involvement have a significant positive impact on the emotional image perception of tourism destination.In addition to emotional influence on cognitive image,cognitive participation and behavior involvement are positive in the image of tourism destination influences.The reality of the show to show the beautiful scenery,the program interesting game links set,the star real life show will affect the audience to the emotional image of the perception,and the audience only a fan of the star has not great impact of tourism cognitive image perception.(4)The results of the structural equation model show that the tourism destination image perception positively affects the behavioral intention of the tourists.The influence of emotional image on the behavioral intention of tourists in the two dimensions of tourism destination image is larger,which shows that the film and television program as an important channel for tourists to understand the tourism destination will affect the tourist's perception of the tourism destination image.In addition,after the empirical study,the tourist image of the positive image of the positive impact of emotional image,people through television programs,networks,newspapers and magazines and other channels of tourism destination have a certain awareness,affecting visitors' Evaluation of Tourism Destination Image.Finally,according to the conclusions of this paper,the author Put forward some opinions on the marketing of tourist destination,such as in the reality show production,the destination marketing staff should often communicate with the program director,in the program to introduce and use the characteristics of tourism(such as beautiful scenery,Food,character legend,etc.),in the program design,adding some unique plot or story,in order to trigger the audience's emotional participation,and use new media and reality show to promote tourism destination. |
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