Research on Tourism Marketing Value of Online Silk Road Video

Abstract

Abstract:

The paper collects online reviews on Silk Road video by Octopus Web Content Extractor, and acquires effective critical data. Based on the data, this paper carries out free coding, axial coding and subject coding for effective unstructured text data by use of NVivo qualitative analysis, builds co-word matrix, constructs multiple tourism marketing value model with the UCINET software and analyzes the tourism marketing value of the Silk Road video from the perspective of tourists. The results show that tourism marketing value of online Silk Road video is composed of three core dimensions, including marketing value experience value, knowledge value and tourist behavior intention value, and they have connection in different intensity, which together constitute the three-dimensional network structure of marketing value of the Silk Road network video. The research for the provinces along Silk Road Economic Belt is meaningful to achieve tourism targeted, cultivate China′s potential Silk Road tourism markets and shape the soul of “one Belt,one Road” initiative.

Key words:

Silk Road, text mining, NVivo qualitative analysis, tourism marketing

SONG Hong-juan, ZHAO Li-juan, JIANG Yu-shi.

Research on Tourism Marketing Value of Online Silk Road Video

[J]. 商业研究.

References

［1］Bartsch，Anne，and Frank M.Schneider.Entertainment and Politics Revisited: How Non-Escapist Forms of Entertainment Can Stimulate Political Interest and Information Seeking ［J］．Journal of Communication,2014,64(3):96-369.

［2］Forgas，J. P. Mood and judgment: The affect infusion model (AIM). Psycho-logical Bulletin,1995(117):39-66.

［3］Hadar，L. and S. Sood. When Knowledge Is Demotivating: Subjective Knowledge and ChoiceOverload［J］．Psychological Science,2014,25(9):1739-1747.

［4］Hadar，L.，Sood，S.，& Fox，C. R. Subjective knowledge in consumer financial decisions［J］．Journal of Marketing Research,2013(50):303-316.

［5］Isen，A. M. A role for neuropsychology in understanding the facilitating influence of positive affect on social behavior and cognitive processes. In C. R. Snyder，& S. J. Lopez (Eds.),Oxford handbook of positive psychology. New York，NY: Oxford University Press,2009.

［6］Jones，R.,Hoover，D. R.，& Lacroix，L. J. A randomized controlled trial of soap opera videos streamed to smartphones to reduce risk of sexually transmitted human immunodeficiency virus (HIV) in young urban African American women. Nursing Outlook,2013(61):205-215.

［7］Lang，A. and A. Sanders-Jackson，et al. Motivated message processing: How motivational activation influences resource allocation，encoding，and storage of TVmessages［J］．Motivation and Emotion,2013,37(3): 508-517.

［8］Lewis，R. J.，Tamborini，R.，&Weber，R. Testing a dual-process model of media enjoyment andappreciation［J］．Journal of Communication,2014,64:397-416.

［9］Mattheib，T.，Weinmann，C.，Rauhe，K.，et al. Political learning through entertainment e only an illusion? How the motivation for watching political talk shows influences viewers′ experience［J］．Journal of Media Psychology,2013(25):171-179.

［10］Morgan，S. E.，Movius，L.，& Cody，M. J. The power of narratives: The effect of entertainment television organ donation storylines on the attitudes，knowledge，and behaviors of donors and non-donors［J］．Journal of Communication,2009(59):135-151.

［11］Murphy，S. T.，Frank，L. B.，Moran，M. B.，& Patnoe-Woodley，P. Involved，transported，or emotional? Exploring the determinants of change in knowledge，attitudes，and behavior in entertainment-education［J］．Journal of Communication,2011,61:407-431.

［12］Oliver，M. B.，& Hartmann，T. Exploring the role of meaningful experiences in users′ appreciation of “good movies”［J］．Projections,2010(4):128-150.

［13］Parker，A. M.，Bruine de Bruin，W.，Yoong，J.，& Willis，R. Inappropriate confidence and retirement planning: Four studies with a nationalsample［J］．Journal of Behavioral Decision Making,2012(25):382-389.

［14］Schneider，Frank M.，Carina Weinmann，Franziska S. Roth，Katharina Knop，and Peter Vorderer. Learning from entertaining online video clips? Enjoyment and appreciation and their differential relationships with knowledge and behavioralintentions［J］．Computers in Human Behavior，2016(54):475-82.

［15］Wirth，W.，Hofer，M.，& Schramm，H.Beyond pleasure: Exploring the eudaimonic entertainmentexperience［J］．Human Communication Research,2012(38):406-428.

［16］Zillmann，D. Mood management: Using entertainment to full advantage. In L. Donohew，H. E. Syphe-r，& E. T. Higgins (Eds.)，Communication，socialcognition，and affect (pp. 147-171). Hillsdale，NJ: Erlbaum,1988.

［17］（美）彼得.消费者行为与营销战略［M］．徐瑾,译.大连：东北财经大学出版社，2010.

［18］韩喜君. 网络视频营销形式及发展趋势分析［J］．电子商务,2012(12): 32-33.

［19］陆剑清.行为营销学［M］．上海：立信会计出版社，2009.

［20］邵雯艳. 历史与现实的“离”与“合”——CCTV与NHK“丝路”系列纪录片的比较分析［J］．中国电视,2015(4): 79-83.

［21］石泽杰.营销战略升级与模式创新—开创企业的价值营销［M］．北京：中国经济出版,2013.

［22］王乐鹏，姚明广，王奕俊.旅游企业开展网络视频营销的方式研究［J］．商业经济,2011(14): 64-65.