旅游视频直播特性对旅游目的地魅力度和旅游意图的影响研究 = A Study on the Impact of Tourism Video Live Streaming Characteristics on the Destination Attractiveness and Tourism Intentions

다국어 초록 (Multilingual Abstract)

如果我能随时看到我想去的景区该多好？这可能是许多游客的愿望。视频直播+旅游这种形式，就是打破传统模式只能靠图片和文字对旅游这种个人体验项目描述上的单一感，而加入直播那种身临其境，所见即所得的当下体验感，突破了时间+空间的限制，让平台上的所有用户流量更有机会得以变现。本研究将通过旅游视频直播的实时互动性，线索多样性，语言自然性和个性化等特性对目的地魅力度及旅游意图影响程度，从而了解消费者的需求。以营销学的角度提出旅游直播视觉营销优化方案，为更好的促进旅游业可持续做出贡献。研究结果旅游视频直播特性的实时互动性和语言自然性对目的地魅力度呈现出显著正向影响的假设被驳回，而线索多样性和个性化对对旅游目的地魅力度呈现出显著正向影响的假设被支持，旅游视频直播特性的实时互动性和线索多样性对旅游意图呈现出显著正向影响的假设被驳回，而语言自然性和个性化对对旅游目的地魅力度呈现出显著正向影响的假设被支持，旅游目的地魅力度对旅游意图呈现显著影响的假设被支持。

다국어 초록 (Multilingual Abstract)

How wonderful would it be if I could see the tourist attractions I want to visit anytime I wish? This is perhaps thedesire of many travelers. The fusion of video streaming with tourism breaks away from the traditional approach, whichrelies solely on images and text to convey the personal experience of traveling. By incorporating live streaming, itprovides us with an immersive experience which makes us feel as if we’re really there and breaks the boundaries of timeand space. This opens up more opportunities for all users on the platform to monetize their content. This study aims tounderstand consumer needs through the real-time interactivity, diversity of perspectives, natural language, andIndividuation offered by Tourist Live Broadcasting. It seeks to assess these features' impact on destinations'attractiveness and tourism intention. From a marketing standpoint, it proposes optimization strategies for visualmarketing in tourist live streaming, contributing to the sustainable advancement of the tourism industry. The hypothesisthat the real-time interactivity and language naturalness of tourism video live broadcasting characteristics have asignificant positive impact on destination attractiveness was rejected, while the hypothesis that clue diversity andindividuation have a significant positive impact on destination attractiveness was supported. Additionally, thehypothesis that the real-time interactivity and clue diversity of tourism video live broadcasting characteristics have asignificant positive impact on tourism intention was rejected, whereas the hypothesis that language naturalness andindividuation positively influence destination attractiveness was supported. Finally, the hypothesis that destinationattractiveness significantly influences tourism intention was supported.

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