上海城市宣传片对泰国游客旅游意愿影响实证研究

An Empirical Study on the Impact of Shanghai City Promotion Videos on Thai Tourists’ Travel Intentions

摘要: 本研究通过问卷调查法，以402名泰国游客为样本，实证检验上海城市宣传片《GO AND SEE SHANGHAI》对其旅游意愿的影响机制。结构方程模型分析表明：宣传片的视频画面、语言解说和音乐旋律均能显著提升游客的形象认同与情感认同，其中音乐旋律在塑造形象认同方面作用最为突出；然而，音乐旋律通过情感认同影响旅游意愿的路径未获支持。中介效应检验显示，形象认同与情感认同在宣传片要素与旅游意愿间发挥关键中介作用，其中情感认同的驱动效应更为显著。研究揭示了跨文化传播中视听要素的差异化影响路径，为优化面向泰国市场的上海城市形象传播提供了理论依据与实践参考。

Abstract: This paper employed a questionnaire survey method with a sample of 402 Thai tourists to empirically examine the impact mechanism of Shanghai’s city promotional video “GO AND SEE SHANGHAI” on their travel intentions. Structural equation modeling analysis revealed that the video imagery, language narration, and music melody in the promotional video significantly enhanced tourists’ image identity and emotional identity, with music melody playing the most prominent role in shaping image identity. However, the pathway through which music melody influences travel intentions via emotional identity was not supported. Mediation effect tests demonstrated that both image identity and emotional identity play key mediating roles between the elements of the promotional video and travel intentions, with emotional identity having a more significant driving effect. The study reveals the differentiated influence pathways of audiovisual elements in cross-cultural communication, providing a theoretical basis and practical references for optimizing Shanghai’s city image dissemination targeted at the Thai market.