An Empirical Research on Destination Image Change of Promotional Videos, Online-Reviews and Travel Notes——A Case study for the Change of Taiwan’s Image

Journal of Beijing International Studies Universit ›› 2014, Vol. 36 ›› Issue (1): 77-.

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An Empirical Research on Destination Image Change of Promotional Videos, Online-Reviews and Travel Notes——A Case study for the Change of Taiwan’s Image

Xie Yanjun / Ma Tian / Wei Yindong

Dongbei University of Finance and Economics，Dalian 116025，China

Received:2013-09-26 Published:2014-01-30

宣传片、在线评论和游记对目的地形象改变的实证研究——以大学生对台湾旅游形象认知变化为例

谢彦君/马　天/卫银栋

东北财经大学旅游与酒店管理学院　辽宁大连　116025

作者简介:谢彦君（1960~　），男，东北财经大学旅游与酒店管理学院院长，教授，博导，研究方向为旅游基础理论、旅游研究方法和旅游体验。马天（1987~　），女，东北财经大学旅游与酒店管理学院2013级博士研究生，研究方向为视觉表征、视觉文化和旅游体验。卫银栋（1988~　），男，东北财经大学旅游与酒店管理学院2013级博士研究生，研究方向为仪式、游戏和旅游体验。

Abstract

Abstract: The purpose of this paper is to research the impact of promotional videos, online-reviews and travel notes on destination image change. With the aid of experimental method, both quantitative and qualitative research methods are used. The results show that: the three medium change the destination image significantly. There is no significant difference on cognitive image, but there are significant differences on emotional image and travel intention. Positive on-line reviews and travel notes help to produce positive emotional image and travel intention. Doing qualitative analysis on interview data, we know that communication mode, communication content, credibility of sources and personal factors affect the extent of destination image change.

Keywords: promotional videos; online-reviews; travel notes; tourism destination image; Taiwan

摘要： 借助实验法进行研究设计，使用定量和定性两种方法，本文对比研究了宣传片、在线评论和游记对目的地形象改变的影响。研究发现：实验前后，3种媒介显著改变了目的地形象。各组间对认知形象的改变不存在显著差异，对情感形象、前往意向的改变存在显著差异，正面的在线评论和游记有助于产生积极的情感形象、加强前往意向。对访谈资料的质性分析可知：传播方式、传播内容、信源的可信性及受众个人因素影响目的地形象的改变程度。

关键词: 宣传片, 在线评论, 游记, 目的地形象, 台湾

Xie Yanjun / Ma Tian / Wei Yindong. An Empirical Research on Destination Image Change of Promotional Videos, Online-Reviews and Travel Notes——A Case study for the Change of Taiwan’s Image[J]. Journal of Beijing International Studies Universit, 2014, 36(1): 77-.

谢彦君马天卫银栋. 宣传片、在线评论和游记对目的地形象改变的实证研究——以大学生对台湾旅游形象认知变化为例[J]. 北京第二外国语学院学报, 2014, 36(1): 77-.

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An Empirical Research on Destination Image Change of Promotional Videos, Online-Reviews and Travel Notes——A Case study for the Change of Taiwan’s Image

宣传片、在线评论和游记对目的地形象改变的实证研究——以大学生对台湾旅游形象认知变化为例

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