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The influence of human elements in photographs on tourists' destination perceptions and intentions
Tourism Management ( IF 12.7 ) Pub Date : 2022-11-01 , DOI: 10.1016/j.tourman.2022.104684
Kun Zhang, Jinyi Zhang, Jufeng Yang

Photographs with a human element are powerful in influencing viewers' perceptions and decision-making processes. However, rare quantitative evidence was detected about the best human presenting percentage and how it affects the intention. In this study, we decoded how human elements (presence or absence, low or high proportion) affect viewers' perceptions and intentions in nature/culture-based photographs. Innovatively, three deep learning models and two experiments were integrated. The results indicate that (1) in general, maintaining the proportion of human elements at less than 1% leads to the best positive perception, and (2) the viewers demonstrate different perceptions and intentions in viewing nature-based and culture-based photographs with the human element. Theoretically, we bring a new perspective and approach to understanding the marketing value of human elements in tourist-generated photographs. Practically, we provide specific and different clues in choosing photographs to promote cultural and natural destinations regarding human elements.



中文翻译:

照片中的人文元素对游客目的地感知和意图的影响

带有人文元素的照片在影响观众的感知和决策过程方面非常强大。然而,很少有关于最佳人类呈现百分比及其如何影响意图的定量证据。在这项研究中,我们解码了人为因素(存在或不存在,低或高比例)如何影响观众在基于自然/文化的照片中的感知和意图。创新地整合了三个深度学习模型和两个实验。结果表明:(1)一般而言,将人为因素的比例保持在 1% 以下会带来最佳的正面感知;(2)观众在观看基于自然和文化的照片时表现出不同的感知和意图。人的因素。理论上,我们带来了一种新的视角和方法来理解旅游照片中人文元素的营销价值。实际上,我们在选择照片时提供具体和不同的线索,以宣传有关人文元素的文化和自然目的地。

更新日期:2022-11-02
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