影视营销对游客旅游决策影响实证分析——以张家界借力《阿凡达》营销为例

以游客旅游决策过程和影视营销基本原理为基础,结合影视营销影响游客旅游决策机理,构建了影视营销对游客旅游决策影响模型和影响效果测评指标体系。以张家界借力《阿凡达》营销为例,研究发现:影视营销对激发游客旅游需要和动机、收集与评价信息以及确定旅游目的地影响效果一般,对游客旅游体验、游后评价、获取影视与旅游目的地相关信息影响效果比较好;区域、市场生命周期和年龄等因素对影视营销影响游客决策效果差异显著。

An Analysis on the Impact of Movie Marketing on Tourists' Decision-Making: A Case Study of Zhangjiajie Leveraged by "Avatar"

Based on the process of tourists′ decision-making and the basic principles of movie marketing,combined with the mechanism how the movie marketing impact tourists′ decision-making,a model and effect evaluation index system for the impact of movie marketing on tourists′ decision-making were constructed.Taking the case of Zhangjiajie leveraged by the movie of "Avatar",the research was done and the result showed:1) For movie marketing,there is a general effect of stimulating tourists′ needs and motivation,collecting and evaluating information,and determining tourism destination.2) On the contrary,there is a better effect for tourists′ experience,after-traveling evaluation,obtaining information on movie and tourism destination.3) Besides,the impacts of movie marketing on tourists′ decision-making are different due to the factors such as region,market life cycle and age,and the difference is significant.