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基于决策神经科学理论,应用实证研究的方法,对民族地区旅游地正面口碑再传播的评估决策过程进行研究,探讨旅游地知名度如何通过接收者信息评估过程影响其再传播意愿。结果显示,旅游地正面口碑再传播评估过程存在内隐与外显双态度协作关系,并受到旅游地知名度的调节作用,知名旅游地正面口碑相对更倾向于被接受。
Based on the theory of decision-making neuroscience, the paper uses the empirical research method to study the process of assessment and decision-making of re-transmission of positive word-of-mouth communication in tourist areas in ethnic regions, and explores how the popularity of tourist spots affects their willingness to retransmit through the process of receiver information evaluation. The results show that there is a co-operative relationship of implicit and explicit dual attitudes in the evaluation of re-transmission of positive word-of-mouth tourism, and is regulated by the popularity of tourist attractions. The positive word of mouth of a well-known tourist destination is relatively more inclined to be accepted.