网络舆情对旅游地形象的影响——一个有调节的中介模型

为探究网络舆情、用户生成内容、个人情感、旅游地形象的关系和作用路径,研究构建包含中介效应和调节效应的混合模型,设计包含网络舆情量表、个人情感量表、用户生成内容量表和旅游地形象量表在内的问卷,调查540名被试.利用统计软件(SPSS25、AMOS)对调查所获得的数据进行处理、分析.研究结果显示:网络舆情对旅游地形象具有显著的正向预测作用;网络舆情能够通过个人情感的中介作用预测旅游地形象;网络舆情对旅游地形象的直接预测作用和个人情感在网络舆情和旅游地形象间中介作用的前半路径受用户生成内容的调节.

The Impact of Internet Public Opinion on the Image of Tourist Destinations: A moderated intermediary model

In order to explore the relationship and action path of online public opinion, user-generated content, personal emotion, and tourist destination image, study constructed a mixed model that includes mediation effects and moderating effects, and designed a scale that includes online public opinion, personal emotion scale, The user generated questionnaires including the content scale and tourist destination image scale, and surveyed 540 subjects. Using statistical software (SPSS25, AMOS) to process and analyze the data obtained in the survey, the research results show that: Internet public opinion has a significant positive predictive effect on the image of tourist destinations. Internet public opinion can be influenced by personal emotions. The intermediary role predicts the image of tourist destinations.The direct prediction effect of online public opinion on the image of tourist destinations and the first half of the mediating role of personal emotions between online public opinion and tourist destination image are regulated by user-generated content.