| 2,295 | 2 | 3768 |
| 下载次数 | 被引频次 | 阅读次数 |
民族村寨作为文化传承与乡村振兴的重要载体，其旅游发展日益受益于数字技术赋能。基于符号学理论，以贵州省西江千户苗寨旅游直播观众为研究对象，采用偏最小二乘结构方程模型(PLS-SEM)对319份有效问卷进行的研究分析发现：(1)民族文化与景观符号感知直接显著提升观众实地旅游意愿；(2)游客符号感知既直接促进观众实地旅游意愿，又通过心流体验产生部分中介作用；(3)语言符号感知需完全通过心流体验的中介作用影响观众实地旅游意愿；(4)心流体验在多元符号影响路径中扮演关键且差异化的中介角色。对此，应通过打造视觉符号数字传播体系、增强游客真实呈现、提升主播叙事能力、整合多元符号资源等策略，将民族村寨旅游直播打造为云端文化体验场景，从而助力文化传播效能、促进可持续发展和民族交往交流交融。
Abstract：Ethnic villages, as vital carriers of cultural inheritance and rural revitalization, increasingly benefit from digital empowerment in their tourism development. Based on a semiotic theory, this study targets the viewers of tourism-targeted livestreams from Xijiang Qianhu Miao Village in Guizhou province as the research object, and analyzes 319 valid questionnaires by using the Partial Least Squares Structural Equation Modeling(PLS-SEM). It has the following findings:(1) The perception of ethnic cultures and landscape symbols directly and significantly increases the viewers' on-site tourism intention.(2) The tourists' perception of symbols not only directly promotes viewers' on-site tourism intention, but also plays a partial mediating role through flow experience.(3) The perception of linguistic symbols can only influence viewers' on-site tourism intention through the full mediating role of flow experience.(4) Flow experience plays a key and differentiated mediating role in the means of influence through multiple symbols. Based on these findings, it puts forward the following strategies: building a digital communication system for visual symbols, enhancing the authentic presentation for tourists, improving the storytelling ability of live-streaming hosts, and integrating multi-symbol resources, which aims to develop the tourism-targeted livestreams of ethnic villages into the scenarios of cloud-based cultural experience, help improve the effectiveness of cultural communication, promote sustainable development, and boost ethnic interaction, exchange and integration.
① 中华人民共和国中央人民政府：《国务院关于印发“十四五”旅游业发展规划的通知》,(2021-12-22)[2023-10-20].https://www.gov.cn/gongbao/content/2022/content_5674298.htm.
② 中华人民共和国中央人民政府：《关于打造消费新场景培育消费新增长点的措施》,(2024-06-13)[2025-04-09].https://www.gov.cn/zhengce/zhengceku/202406/content_6959044.htm.
③ 赵毅衡：《重新定义符号与符号学》,载《国际新闻界》2013年第6期。
(1)张媛:《符号再现与记忆建构:传播仪式观视野下的“春晚”》,载《电视研究》2016年第8期。
(2)Deng Z M,Benckendorff P,Wang J:Travel Live Streaming:An Affordance Perspective,Information Technology& Tourism,23(2),2021.
(3)Shen Y L,Du J,Liu Y T,et al.:The Effect of Social Presence on User's Participation Willingness Under Tourism Live Streaming,International Journal of Tourism Research,26(5),2024.
(4)Xiao G Y,Lee M,et al.:Tourism Live Streamers as Brand Ambassadors:Investigating Their Impact on Destination Brand Value Through Social Exchange Theory,Journal of Hospitality and Tourism Technology,16(1),2025.
(5)Zhang Y Z,Prebensen N K:Value Co-creation in Tourism Live Shopping,Journal of Business Research,(186),2025.
(6)王磊,王学基:《互动创造消费:旅游电商直播情境下冲动购买的影响机制》,载《西南民族大学学报(人文社会科学版)》2023年第12期。
(7)何畅,毕玮,刘佳,等:《旅游直播如何影响冲动消费和持续观看意图——基于数字可供性视角》,载《旅游学刊》2023年第12期;苏思晴,吕婷:《云旅游:基于眼动实验的在线评论对旅游直播体验的影响研究》,载《旅游学刊》2022年第8期。
(8)张淑华,陈昭婷,申书梦:《旅游直播〈火车火车哪里开〉场景化叙事解读》,载《电视研究》2021年第9期;王明东,刘沫含:《快手多维空间建构与运用——基于乌苏里江Z镇渔民的考察》,载《贵州民族研究》2023年第1期。
(9)[瑞士]费尔迪南·德·索绪尔:《普通语言学教程》,高名凯译,岑麒祥,叶蜚声校注,北京:商务印书馆,1999年版,第100～102页。
(10)Naeem M,Ozuem W,Ranfagni S,et al.:User Generated Content and Brand Engagement:Exploring the Role of Electronic Semiotics and Symbolic Interactionism on Instagram,Computers in Human Behavior,168,2025.
(11)解长雯,晏雄,韩剑磊:《城市文创旅游空间符号化建构与游客体验真实性的互动机理研究》,载《云南财经大学学报》2024年第7期。
(12)Altschull J H:Agents of Power:The Role of the News Media in Human Affairs,Harlow:Longman,1984,pp.103～104.
(13)贾明霞,张晓宇,赵宇翔:《涨知识了?泛知识直播中多重沟通和多模态展示对用户知识采纳和持续参与的影响》,载《图书情报知识》2025年第3期。
(14)Bu N P,Li Y,et al.:How Does Live Streaming Affect Tourists' Intention—A Psychology Theory Perspective,Scientific Reports,15(1),2025.
(15)吴登涛,殷红梅,李瑞,等:《旅游者原真性感知对旅游支持行为意向的影响研究——地方依恋的中介效应》 ,载《资源开发与市场》2021年第10期。
(16)吴通宜,谢双玉,王宏志,等:《民族旅游地村民旅游社会文化影响感知及差异——以西江苗寨为例》,载《西北大学学报(自然科学版)》2023年第2期。
(17)刘艺琴,张梓宁:《电商直播互动对消费者购买意愿的影响因素研究》,载《新闻与传播评论》2024年第6期。
(18)Csikszentmihalyi M:Beyond Boredom and Anxiety,San Francisca:Jossey-Bass,1975,p.36.
(19)Kelman H C:Processes of Opinion Change,Public Opinion Quarterly,25(1),1961.
(20)康佳威,蒋慧:《从“传递”到“仪式”:民族美食短视频对铸牢中华民族共同体意识的积极传播》,载《民族学论丛》2024年第4期。
(21)陈波,张靖煜:《场景视域下民族村寨旅游品质提升研究——以西江千户苗寨为例》,载《江西社会科学》2024年第3期。
(22)Dong W,Wang Y,Qin J:An empirical study on impulse consumption intention of livestreaming e-commerce:the mediating effect of flow experience and the moderating effect of time pressure,Frontiers in Psychology,(13),2023;程佳聪:《电商直播特性对消费者在线购买意愿的影响——基于心流体验和品牌态度的视角》,载《商业经济研究》2025年第6期。
(23)Urbach N,Ahlemann F:Structural Equation Modeling in Information Systems Research Using Partial Least Squares,Journal of Information Technology Theory and Application,11(2),2010.
(24)严庆,张建兰:《从西江千户苗寨看旅游促进各民族交往交流交融——以空间生产的视角》,载《云南民族大学学报(哲学社会科学版)》2024年第5期。
(25)周慧玲,檀子瑜,蒋亚军,等:《民族村寨旅游短视频符号感知的量表构建与验证》,载《中国生态旅游》2024年第2期。
(26)华建新,王丹:《短视频营销质量对消费者旅游意愿的影响——基于临场感和心流体验的链式中介》,载《商业经济研究》2024年第23期。
(27)王雨晨,焦育琛,周文丽:《面面俱到还是欲说还休?旅游直播信息丰富度对旅游消费者实地旅游意愿的影响机制研究》,载《旅游科学》2024年第6期。
(28)Fornell C U M,Larcker D F:Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,Journal of Marketing Research,18(1),1981.
(29)Yang X R,Zhang L N:Smart Tourism Technologies towards Memorable Experiences for Museum Visitors,Tourism Review,77(4),2022.
(30)Podsakoff P M,Mackenzie S B,Lee J Y,et al.:Common Method Biases in Behavioral Research:A Critical Review of the Literature and Recommended Remedies,Journal of Applied Psychology,88(5),2003.
(31)Kock N:Common Method Bias in PLS-SEM:A Full Collinearity Assessment Approach,International Journal of E-Collaboration,11(4),2015.
(32)Wetzels M,Odekerken S G,Van O C,et al.:Using PLS Path Modeling for Assessing Hierarchical Construct Models:Guidelines and Empirical Illustration,MIS Quarterly,33(1),2009.
(33)王娜,牛奔:《符号消费理论视域下的“网红直播带货”反思》,载《大连理工大学学报(社会科学版)》2023年第1期;Mao L B:Body Language and Words of Trust:A Study on the “Trust Effect” of Nonverbal Symbols in Live Broadcast with Goods,Communication & Education Review,5(6),2024.
(34)Zhu Z G,Hall C M,Fong L H N,et al.:Examining the Relationships Among Internet Celebrity,Trust,Happiness,Continuous Watching Intention,and Purchase Intention in Livestreaming,Journal of Quality Assurance in Hospitality & Tourism,2024,https://doi.org/10.1080/1528008X.2024.2447290;张想:《政府文旅宣传短视频增效地方旅游经济的定量分析》,载《公共管理评论》2024年第2期。
(35)陈婷,陈曦,丁宏昊,等:《主播话术情感对直播电商平台观众购买行为和点赞行为的不对称影响》,载《图书情报知识》2025年第4期。
(36)Li M F,Cheng M M,Quintal V,et al.:From Live Streamer to Viewer:Exploring Travel Live Streamer Persuasive Linguistic Styles and Their Impacts on Travel Intentions,Journal of Travel & Tourism Marketing,40(8),2023.
(37)Yang H:An Analysis of the Effect and Countermeasures of the Teaching Practice of “Thai+Live Broadcasting with Goods”——Taking Hainan Tropical Ocean University as An Example,Adult and Higher Education,5(4),2023.
基本信息:
DOI：10.13727/j.cnki.53-1191/c.20251023.001
中图分类号:G127;F327;F592.7
引用信息:
[1]毛润泽,赵倩.民族村寨旅游直播对观众实地旅游意愿的影响机制研究——基于符号学理论的实证分析[J].云南民族大学学报(哲学社会科学版),2025,42(06):26-35.DOI:10.13727/j.cnki.53-1191/c.20251023.001.
基金信息:
国家社会科学基金项目“大运河体育非遗活态传承的场景创新与消费转化协同机制研究”(25BTY033)阶段成果
2025-10-23
2025-10-23
2025-10-23