Z世代的旅行“共振”——社会网络影响下的目的地选择一致性研究

The “Resonance” of Travel Among Generation Z: Study on the Consistency of Destination Choice Under the Influence of Social Networks

摘要

深入理解旅游者的目的地选择机制有助于提升旅游需求预测的准确性. 本文基于社会网络理论与一致性理论，运用顺序陈述适应选择实验与离散选择模型，探究社会关系的结构属性与认知因素对 Z 世代旅游目的地选择一致性的影响机制. 研究发现:①自我主张与网络强化双重驱动下，Z 世代旅游者在目的地选择中呈现显著的选择一致性倾向. ②社会网络通过信息传播与关系互动影响决策. 信息的情感倾向显著影响旅游意愿，权威性与亲密度共同决定信息采纳程度与决策方向. ③权威性对旅游目的地选择一致性具有主导作用，先验形象发挥调节功能，亲密度则呈辅助效应. ④Z 世代旅游决策存在显著的社会经济与性别异质性. 该研究为理解社会网络影响下的 Z 世代旅游决策机制提供了理论支持和实践指导.

Abstract

A deep understanding of the destination choice mechanism of tourists can enhance the accuracy of tourism demand prediction. Based on social network theory and consistency theory, this paper explores the influence mechanism of the structural attributes of social relationships and cognitive factors on the consistency of tourism destination choice among Generation Z through sequential statement adaptation choice experiments and discrete choice models. The research findings are as follows: ① Generation Z tourists show a significant tendency of choice consistency in destination choice, driven by both self-assertion and network reinforcement. ② Social networks influence decision-making through information dissemination and relationship interaction. The emotional orientation of information significantly affects tourism willingness, while authority and intimacy jointly determine the degree of information adoption and decision direction. ③ Authority plays a dominant role in the consistency of destination choice, with prior image exerting a moderating function, and intimacy showing an auxiliary effect. ④ There are significant socio-economic and gender heterogeneities in the tourism decision-making of Generation Z. This paper provides theoretical support and practical guidance for understanding the tourism decision-making mechanism of Generation Z under the influence of social networks.

关键词

社会网络 / 选择一致性 / 目的地感知形象 / 旅游目的地选择

Key words

social network / choice consistency / destination perception image / tourism destination choice

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基金资助

广西哲学社会科学规划项目(24GLF023)