The Influence Of Outdoor Live Broadcast On Outdoor Tourism Intention Of Audiences

In recent years,with the rapid development of the network broadcast,live outdoors gradually gets into the public view,and the audience gets more and more.The current academic research on the outdoor live is relatively rarely.In order to explore how live outdoors impacts the audience on outdoor tourism intention,the research divides outdoor broadcast into three dimensions,outdoor broadcast content,anchor and outdoor broadcast strategies.Based on the study of rational behavior theory and push and pull theory,pull in attitude and outdoor tourism motivation as an meta-variable.And the concept model of the relationship between outdoor live,attitude,outdoor tourism motivation and outdoor tourism intention be established,which aims to explore the influence of outdoor live broadcast on the willingness of outdoor tourism from the perspective of audience perception.This paper selects the audience group watching outdoor live broadcast as the research object.By collecting data through network,the study makes the reliability and validity test,correlation analysis,regression analysis and variance analysis with the help of SPSS data analysis software,and it draws conclusions as follows:(1)The influence factors of outdoor live broadcast mainly include three aspects:the anchors,the outdoor live content and the outdoor broadcast strategy.(2)For audience's assessments of outdoor live,there is a direct and positive impact between the measurement dimensions of the two factors of the host and the outdoor live content such as the image of the host,the resources of the direct seeding destination,the content of outdoor live and the audience's willingness to travel outdoors.However,there is only the anchors' explanation style has a positive impact on the audience's willingness to travel outdoors in the outdoor broadcast strategy.(3)In the motivation of outdoor tourism,all the factors of thrust motivation and pull motivation have a significant impact on the willingness of outdoor tourism.(4)Through analysis of independent samples T test and ANOVA about the characteristics of the audience,the study proves that different individual characteristics(including gender,age,occupation,education level and monthly income)of the audience have some difference on the attitude and perception of outdoor tourism motivation and outdoor tourism intention.This paper analyzes the influence of outdoor live on outdoor tourism intention of visitors,and introduces attitude and outdoor tourism motivation as a mediator variable into the conceptual model,which provides a new breakthrough point for outdoor live and outdoor tourism intention research.In addition,the results of this paper have some significance guidance and reference for tourism organizations to attract audiences through outdoor live broadcast.