旅游失败情景下目的地在线旅游营销优化策略研究

Research on Online Tourism Marketing Optimization Strategies for Destinations in Case of Tourism Failure

摘要: 旅游中不仅有诗和远方，也难免发生“人在囧途”的旅游失败情景。失败的旅游经历对游客情感体验和满意度造成负面影响，但同时可能蕴含促使其重新上路的启示。基于S-0-R理论，本研究构建旅游失败、游客情感状态与重游意愿三者的关系模型，探讨旅游失败情景对游客重游意愿的影响。通过检验245份问卷数据发现：1) 功能性、经济性与社会性因素均显著正向影响游客负面情感；2) 风险性因素影响不显著，表明外部不可控风险被视为合理预期；3) 负面情感对重游意愿的负向影响不显著，显示游客对旅途体验具有较高心理宽容度。研究认为，旅游失败并不必然导致游客流失，若目的地能在服务补救、情绪修复与数字口碑管理等方面采取有效策略，从而可转危为机，实现信任重建与品牌优化，为目的地在线旅游营销优化及可持续发展提供了理论依据与实践参考。

Abstract: Travel not only offers poetry and distant places, but it can also inevitably involve travel failures, creating situations where people find themselves in awkward or difficult circumstances. Failed travel experiences negatively impact tourists’ emotional experiences and satisfaction, but they may also contain insights that encourage them to travel again. Based on the S-O-R theory, this study constructs a relationship model among travel failure, tourists’ emotional states, and willingness to revisit, exploring the impact of travel failure scenarios on tourists’ intention to return. By analyzing 245 questionnaire responses, the study found that: 1) Functional, economic, and social factors all significantly and positively affect tourists’ negative emotions; 2) Risk factors have no significant impact, indicating that external uncontrollable risks are considered reasonable expectations; 3) Negative emotions do not significantly negatively affect the willingness to revisit, showing that tourists have a high psychological tolerance for travel experiences. The study suggests that travel failures do not necessarily lead to the loss of tourists. If destinations implement effective strategies in service recovery, emotional repair, and digital word-of-mouth management, they can turn risks into opportunities, rebuild trust, and optimize the brand, providing theoretical support and practical reference for optimizing online tourism marketing and promoting sustainable development of destinations.