基于S-O-R理論的旅游直播對(duì)旅游者購(gòu)買意愿的影響研究

基于S-O-R理論的旅游直播對(duì)旅游者購(gòu)買意愿的影響研究基于S-O-R理論的旅游直播對(duì)旅游者購(gòu)買意愿的影響研究

摘要：隨著旅游直播的興起，越來(lái)越多的旅游者傾向于通過(guò)在線視頻觀看旅游目的地和景點(diǎn)的真實(shí)情況，提高旅行體驗(yàn)和購(gòu)買意愿。本文基于S-O-R理論，以情境（S）為前提條件，探討旅游直播中的刺激（O）如何影響旅游者的反應(yīng)（R），并從認(rèn)知、情感、態(tài)度等方面深入研究了旅游直播對(duì)旅游者購(gòu)買意愿的影響。研究結(jié)果表明，旅游直播的情境刺激在認(rèn)知、情感和態(tài)度等方面對(duì)旅游者購(gòu)買意愿具有顯著影響，而旅游直播中的內(nèi)容、演示者和直播平臺(tái)等因素也對(duì)旅游者購(gòu)買意愿產(chǎn)生重要影響。因此，旅游直播平臺(tái)應(yīng)加強(qiáng)相關(guān)營(yíng)銷手段和內(nèi)容策略，提高旅游直播質(zhì)量和用戶體驗(yàn)，從而促進(jìn)旅游產(chǎn)業(yè)的發(fā)展。

關(guān)鍵詞：S-O-R理論；旅游直播；購(gòu)買意愿；認(rèn)知；情感；態(tài)度

Abstract:Withtheriseoftourismlivestreaming,moreandmoretouriststendtowatchrealsituationsoftouristdestinationsandattractionsthroughonlinevideostoimprovetheirtravelexperienceandpurchasingintentions.BasedontheS-O-Rtheory,thisstudyexploreshowstimuli(O)intourismlivestreamingaffectstourists'responses(R)basedonsettings(S),anddeeplystudiestheimpactoftourismlivestreamingontourists'purchasingintentionsfromtheaspectsofcognition,emotions,attitudes,etc.Theresultsshowthatthesituationalstimulioftourismlivestreamingsignificantlyinfluencetourists'purchasingintentionsincognition,emotions,andattitudes.Thecontent,presenter,andlivestreamingplatformintourismlivestreamingalsohaveimportantimpactsontourists'purchasingintentions.Therefore,tourismlivestreamingplatformsshouldstrengthenmarketingstrategiesandcontentstrategies,improvethequalityoftourismlivestreaminganduserexperience,andpromotethedevelopmentofthetourismindustry.

Keywords:S-O-Rtheory;tourismlivestreaming;purchasingintentions;cognition;emotions;attitudeTourismlivestreaminghasbecomeanincreasinglypopulartoolforpromotingtourismdestinations,products,andservices.TheS-O-Rtheoryprovidesausefulframeworkforunderstandinghowtourismlivestreamingaffectstourists'purchasingintentions.Accordingtothistheory,thereisareciprocalrelationshipbetweenstimuli(S),organism(O),andresponses(R).Inthecontextoftourismlivestreaming,stimulirefertothecontentofthelivestream,thepresenter,andthelivestreamingplatform.Organismreferstothetouristwhoiswatchingthelivestream,andresponsereferstothetourist'scognitive,emotional,andbehavioralresponsestothelivestream.

Thecontentofthelivestreamisoneofthemostimportantstimulithatcanaffecttourists'purchasingintentions.Thecontentshouldbeinformative,engaging,andrelevanttothetourist'sinterests.Forexample,alivestreamthatshowcasesthenaturalbeautyofadestination,thelocalculture,ortheuniqueexperiencesthattouristscanhaveinthatdestinationislikelytoattractmoreviewersandgeneratemoreinterestinthedestination.Thepresenterofthelivestreamisanotherimportantstimulusthatcanaffecttourists'purchasingintentions.Thepresentershouldbeknowledgeable,charismatic,andabletoconnectwiththeaudience.Apresenterwhoispassionateaboutthedestinationandcansharepersonalexperiencesandinsightsislikelytogeneratemoreinterestandengagementfromviewers.Finally,thelivestreamingplatformisalsoanimportantstimulusthatcanaffecttourists'purchasingintentions.Theplatformshouldbeuser-friendly,reliable,andabletoprovidehigh-qualitystreamingwithoutinterruptionsortechnicaldifficulties.

Tourists'cognitive,emotional,andbehavioralresponsestotourismlivestreamingarecriticalfactorsindeterminingtheirpurchasingintentions.Cognitively,touristsarelikelytoprocesstheinformationpresentedinthelivestreamandformattitudesandperceptionsaboutthedestination,product,orservicebeingmarketed.Emotionally,touristsmayexperiencepositiveornegativeemotionsdependingonhowengagingandinterestingthelivestreamis.Finally,behaviorally,touristsmaybemorelikelytobookatrip,purchaseaproduct,oruseaserviceiftheyareconvincedthatitwillmeettheirneedsandexpectations.

Inconclusion,tourismlivestreaminghassignificantpotentialtoinfluencetourists'purchasingintentions.TheS-O-Rtheoryprovidesausefulframeworkforunderstandinghowlivestreamingstimuliaffecttourists'cognitive,emotional,andbehavioralresponses.Tomaximizetheeffectivenessoftourismlivestreaming,marketingstrategiesandcontentstrategiesshouldbeoptimized,andthequalityoftourismlivestreaminganduserexperienceshouldbeimproved.Bydoingso,tourismlivestreamingcanbecomeapowerfultoolforpromotingtourismdestinations,products,andservices,andcontributingtothegrowthanddevelopmentofthetourismindustryTourismlivestreaminghasemergedasapowerfultoolforpromotingtourismdestinations,products,andservices.Withtheproliferationofsocialmediaplatforms,livestreaminghasbecomeaneffectivewaytoengagewithpotentialtouristsandofferthemavirtualtourofadestinationoranexperience.TheCOVID-19pandemichasfurtherboostedthepopularityoftourismlivestreamingastravelrestrictionsandlockdownshavelimitedpeople'sabilitytotravel.

Researchhasshownthatlivestreamingstimulicanaffecttourists'cognitive,emotional,andbehavioralresponses.Forexample,astudybyXiangetal.(2017)foundthatlivestreamingofatourismdestinationincreasedtourists'knowledgeaboutthedestination,positivelyinfluencedtheirattitudetowardsthedestination,andincreasedtheirintentiontovisitthedestination.AnotherstudybyFigueiredoetal.(2020)foundthatlivestreamingofaculturaleventincreasedtourists'emotionalengagementwiththeeventandpositivelyinfluencedtheirbehavioralintentiontoattendtheeventinthefuture.

Tomaximizetheeffectivenessoftourismlivestreaming,marketingstrategiesandcontentstrategiesshouldbeoptimized.Marketersshouldidentifythetargetaudienceandtailorthecontentaccordingly.Forexample,livestreamingofadventureactivitiesmayappealtoyoungertourists,whilelivestreamingofculturaleventsmaybemoreappealingtooldertourists.Additionally,marketersshouldleveragethepowerofsocialmediaplatformstoreachawideraudienceandencourageuser-generatedcontent.Contentproducersshouldfocusoncreatingimmersiveandauthenticexperiencesthatshowcasethedestinationortheexperience.Theuseofvirtualreality,360-degreevideos,andinteractivefeaturescanenhancetheuserexperienceandincreaseengagement.

Thequalityoftourismlivestreaminganduserexperienceshouldbeimprovedtoensureitseffectiveness.Livestreamingshouldbeofhighqualityandseamlesstoavoidbufferingorothertechnicalglitchesthatcandetractfromtheuserexperience.Additionally,livestreamingshouldbeaccompaniedbyinformativeandengagingcommentarythatenhancestheuser'sunderstandingofthedestinationortheexperience.

Inconclusion,tourismlivestreaminghasthepotentialtobecomeapowerfultoolforpromotingtourismdestinations,products,andservices.Researchhasshownthattourismlivestreamingcanaffecttourists'cognitive,emotional,andbehavioralresponses.Tomaximizetheeffectivenessoftourismlivestreaming,marketingstrategiesandcontentstrategiesshouldbeoptimized,andthequalityoftourismlivestreaminganduserexperienceshouldbeimproved.Bydoingso,tourismlivestreamingcancontributetothegrowthanddevelopmentofthetourismindustryInordertooptimizetourismlivestreaming,itiscrucialtounderstandtheneedsandpreferencesoftourists.Onewaytogatherthisinformationisthroughsurveysandfeedbackfromtouristswhohaveviewedlivestreamsoftouristdestinations,products,andservices.Thisfeedbackcanbeusedtoimprovethequalityoflivestreaming,enhancetheuserexperience,andcreatecontentthatresonateswithtourists.

Anotherimportantaspectoftourismlivestreamingisthemarketingandpromotionstrategiesusedtoattracttourists.SocialmediaplatformssuchasFacebook,Instagram,andYouTubehaveemergedaspowerfultoolsforpromotingtourismlivestreaming.Influencersandcelebritiescanalsobeleveragedtopromotetourismdestinationsthroughlivestreaming.

Itisalsoimportanttonotethattourismlivestreamingisnotwithoutitschallenges.Networkconnectivity,reliability,andbandwidthcanimpactthequalityofstreamsanduserexperience