社交媒体用户推荐对乡村旅游意愿的影响研究——以抖音为例

Research on the Influence of User Recommendation on Rural Tourism Intention on Social Media—Taking Douyin as an Example

摘要: 乡村旅游是乡村产业振兴的重要支撑。社交媒体的兴起深刻重塑了旅游信息的传播方式与游客的决策路径，用户推荐作为电子口碑的核心形式，对激发潜在游客的行为意愿具有独特价值。本研究基于信息采纳理论，以抖音平台为例，探讨社交媒体用户推荐的关键特征要素对乡村旅游意愿的作用机制，并采用问卷调查法收集269份有效样本进行实证检验。研究结果显示，信息内容质量、视觉线索、信息源相似性、信息源可靠性均对乡村旅游意愿有显著正向影响，影响可以由感知有用性这一中介变量进行传递。本研究拓展了信息采纳理论在乡村旅游情境中的应用，为旅游目的地利用社交媒体优化营销策略提供了实践参考。

Abstract: Rural tourism serves as a critical pillar for the revitalization of rural industries. The rise of social media has fundamentally reshaped the dissemination of tourism information and the decision-making pathways of travelers. As a prominent form of electronic word-of-mouth, user recommendations possess distinctive persuasive power in fostering the travel intentions of potential visitors. Drawing upon the Information Adoption Model (IAM), this study takes Douyin as a case platform and investigates the mechanism through which key characteristic elements of social media user recommendations influence rural tourism intention. An empirical analysis was conducted based on 269 valid questionnaires. The results indicate that information content quality, visual cues, source similarity, and source credibility all exert significant positive effects on rural tourism intention, and these effects are mediated by perceived usefulness. This study extends the application of the Information Adoption Model to the context of rural tourism and offers practical implications for tourism destinations seeking to optimize their marketing strategies through social media platforms.