黑色叙事对旅游目的地引致形象的影响机制

"讲好故事"已成为塑造和传播国家和地方形象的重要手段。以"讲故事"为手段打造旅游目的地形象是一种国际通行的旅游目的地营销方式。现有旅游目的地叙事研究开展还很不充分,关注的叙事偏重于正面叙事材料,对负面叙事的关注还很不够。文章着眼于黑色叙事对旅游目的地引致形象的影响机制,以德国首都柏林作为研究案例,以著名历史游记《柏林:一座城市的肖像》(Berlin:Imagine a City)中关于柏林的系列黑色叙事和柏林旅游局在微信公众号发布的图片作为实验材料,通过招募志愿者参与包括4个阶段的混合研究设计,验证黑色叙事对柏林旅游目的地形象(认知、情感及意动)的复杂影响。研究的主要理论贡献在于:首先,验证了黑色叙事对旅游目的地形象具有显著影响,实证该影响主要透过"叙事主角-游客-自我形象一致性"这一主线发挥作用,明确了黑色叙事主角形象对黑色叙事引致旅游目的地形象的影响机理,丰富了叙事传输理论相关结论。其次,验证了黑色叙事引致情感形象在黑色叙事影响旅游目的地形象过程中的影响效应,发现黑色叙事引致情感形象(而非认知形象)是黑色叙事最终能够影响游客动机的关键。最后,在黑色叙事这一特定研究情境中,验证了目的地认知形象对"情感形象影响意动形象"具有"增强调节效应",丰富了现有旅游目的地形象"认知-情感-意动"三联结构理论。文章在此基础上提供了相应的管理和营销建议。

The Influence Mechanism of Black Narration on Tourism Destination Induced Image

"Telling good stories"has become an important means of shaping and disseminating national image and place image.It is an international accepted way of marketing tourism destinations to create destination image by"storytelling".In the process of"narrativization"transformation of tourism destination marketing,whether it is research on the content of destination narrative or the impact of destination narrative on tourist behavior and destination image,most studies focus on positive narrative that can bring active affective experience in a general sense,but not enough on negative narrative that bring passive affective experience.In reality,however,positive narrative and negative narrative around tourism destinations always coexist.In some specific(e.g.dark)tourism destinations,negative narrative is even the main reason for identification,which makes the impact of negative narrative on destination image an important issue worthy of concern.The dark narrative of tourism destinations is a narrative type which explicitly or implicitly indicates that tourism destinations have been places of death or disaster,and its essence is a kind of negative narrative.The impact of dark narrative on tourism destination image is far more complex than currently known.Understanding the complicated relationship between the two is conducive to better carrying out tourism destination marketing communication.This paper focuses on the influence mechanism of dark narrative on the induced image of tourism destinations,taking Berlin,the capital of German,as a case study.The research utilized a series dark narrative about Berlin in the famous historical travel writing Berlin:Imagine a City as the main experiment materials,and then selected 195 pictures released on Berlin Tourism Board’We Chat official account in the past year(2016.06.01-2017.05.31)as the background interference materials.To verify the complex influence of dark narrative on the tourism destination image(cognition,affection and conation)of Berlin,volunteer samples were also recruited for multi-stage mixed methods research.Based on literature review,the research proposes and verifies the following hypotheses:H1:dark narrative has a significant negative impact on tourism destination image(a cognitive image,b affective image,c conative image);H2:"dark narrative(a protagonist,b supporting role,c author)-self-image congruity"has a significant impact on"tourists-self-image congruity";H3:"tourist-self-image congruity"has a significant impact on the tourism destination image(a cognitive image,b affective image,c conative image);H4:in the context of dark narrative,the cognitive image of tourism destination adjusts the influential effects of its affective image on the conative image.The research shows that dark narrative mainly affects the tourism destination image through a series of constructs of"narrative protagonist-tourist-self-image congruity".This conclusion clarifies the influence mechanism of the dark narrative protagonist image on the induced image of destinations and enriches the relevant conclusions of narrative transportation theory.In the process of tourism destination image affected by dark narrative,the affective image induced by dark narrative has a key effect on the conative image,while the cognitive image induced by dark narrative has no significant effect on the conative image.It can only regulate the influence mechanism of the induced affective image on the induced conative image.This shows that the affective image of tourism destinations(not the cognitive image)induced by dark narrative is the key to dark narrative ultimately affecting tourist motivation.Meanwhile,according to the level of the cognitive image of tourism destinations,the influential effects of affective image induced by dark narrative on the conative image will be amplified or reduced.This empirical conclusion deepens and readjusts the definition of the intrinsic relationship among the cognitive image,affective image and conative image of tourism destination.For destinations with"dark memory"and trying to disseminate tourism image through"tourism destination narrative",the study provides corresponding management and marketing recommendations:(1)For tourism destinations,"dark narrative"is not wealth itself,but often a negative factor that can directly weaken the destination image and tourism appeal.(2)Even so,tourism destinations can still mitigate,resolve or even reverse the negative impact of the existing"dark narrative"on destination image through specific narrative techniques.(3)The key to achieving this goal lies in the fact that tourism destinations must fully grasp and utilize the self-image cognition of potential tourists in the target market,among which,the most important thing is to insight into its self-image positioning in reality and imagination,and then try to shape narrative protagonist and typical tourist image consistent with it in the destination marketing communication.In addition,according to the complex influence of"narrative"on the destination image,the study provides marketing implications for destination marketing organizations committed to the destination image communication by means of"destination narrative".