旅游者前往网红地“打卡”的动机与行为研究

Research on the Motivations and Behaviors of Tourists Visiting Internet-Famous Destinations for “Check-Ins”

摘要: 随着互联网技术的发展和普及，网红经济已经发展成为新商业模式。网红旅游地挖掘新优势、创新新产品以及让旅游者重游成为网红旅游地可持续发展的重点。研究中运用调查问卷法对旅游者前往网红地“打卡”动机和行为进行了分析，发现旅游者前往网红地“打卡”具有自我呈现需求、从众、社会交往、购物、娱乐等五大动机和打造理想自我、增强网红地认知、寻求认可与共鸣、文旅消费等四大行为特征，且旅游动机和行为特征均具有高相关性。在此分析基础上，基于旅游者、地方政府和网红地三个角度提出了相应的建议，以期能够更好地提升网红“打卡”地的吸引力，促进网红地“打卡”的良性、健康、持久发展。

Abstract: With the development and popularization of Internet technology, the influencer economy has become a new business model. Exploring new advantages, innovating new products, and allowing tourists to revisit have become the focus of sustainable development of online celebrity tourism destinations. In this study, the questionnaire method was used to analyze the motivation and behavior of tourists to “check in” in Internet celebrity places, and it was found that tourists went to Internet celebrity places to “check in” with five major motivations, such as self-presentation needs, conformity, social communication, shopping and entertainment, and four major behavioral characteristics, such as creating an ideal self, enhancing the cognition of Internet celebrities, seeking recognition and resonance, and consumption, and the tourism motivation and behavioral characteristics were highly correlated. On the basis of this analysis, corresponding suggestions are put forward from the perspectives of tourists, local governments and Internet celebrity destinations, in order to better enhance the attractiveness of Internet celebrity “check in” places and promote the benign, healthy and sustainable development of Internet celebrity “check in” places.