茶旅融合目的地旅游场类型与广告诉求的匹配效应研究

易开刚; 叶熊; 朱轶豪

doi:10.13305/j.cnki.jts.2026.03.010

茶叶科学 >

2026 , Vol. 46 >Issue 3: 557 - 570

DOI: https://doi.org/10.13305/j.cnki.jts.2026.03.010

研究报告

茶旅融合目的地旅游场类型与广告诉求的匹配效应研究

易开刚 ,
叶熊 ,
朱轶豪

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1.浙江工商大学工商管理学院,浙江杭州310012;
2.浙江工商大学商业技术应用创新中心,浙江杭州 310018

易开刚,男,教授,主要从事文旅产业融合和企业可持续发展方面的研究。

^*23010010018@pop.zjgsu.edu.cn

收稿日期: 2025-12-12

修回日期: 2026-02-01

网络出版日期: 2026-06-16

基金资助

知识开放时代财经类研究生创新型教育：理念创新与路径探索（JGCG2024230）; “杭州文化研究工程”专项委托重点课题（2025WHGC30）

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A Study on the Matching Effect Between Destination Types and Advertising Appeals in Tea-Tourism Integration Destinations

YI Kaigang ,
YE Xiong ,
ZHU Yihao

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1. School of Business Administration, Zhejiang Gongshang University, Hangzhou 310012, China;
2. Innovation Center for Business Technology Application, Zhejiang Gongshang University, Hangzhou 310018, China

Received date: 2025-12-12

Revised date: 2026-02-01

Online published: 2026-06-16

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摘要

随着旅游消费的日益升级,茶旅融合目的地逐渐成为一些游客的热门选择。但当下茶旅消费仍然是小众市场,因此在有限的资源和关注下探讨茶旅融合目的地如何设计精准的营销策略显得非常必要。研究基于精细加工可能性模型与语言预期理论,探究了茶旅目的地的旅游场（氛围场 vs. 行为场）与广告诉求（感性 vs. 理性）对游客游览意愿的匹配效应及其内在机制与边界条件。通过3个实验研究发现：（1）在不同茶旅目的地旅游场类型下,广告诉求对游客游览意愿的影响具有匹配效应,即对于茶旅目的地氛围场,感性诉求比理性诉求更能唤起游客的游览意愿;（2）上述效应受到感知诊断性的中介作用,即在茶旅目的地氛围场情境下,感性诉求比理性诉求更能提高游客的感知诊断性,进而提升其游览意愿;（3）游客涉入调节了上述匹配效应和中介机制,即只有游客涉入度较高时该交互效应才存在。研究结合多理论并量化旅游场概念,丰富了茶旅目的地理论研究,为旅游目的地管理者和运营者依据目的地特点差异化定制广告营销策略等提供了实践启示。

关键词： 茶旅融合目的地; 旅游场; 广告诉求; 感知诊断性

本文引用格式

易开刚 , 叶熊 , 朱轶豪 . 茶旅融合目的地旅游场类型与广告诉求的匹配效应研究[J]. 茶叶科学, 2026 , 46(3) : 557 -570 . DOI: 10.13305/j.cnki.jts.2026.03.010

Abstract

With the escalating evolution of tourism consumption, tea-culture tourism has emerged as a significant growth driver, making tea-tourism integrated destinations an increasingly popular choice. However, as a niche market segment, these destinations still lack the reputation and influence of traditional scenic areas. Therefore, developing precise marketing strategies tailored to destination characteristics is essential. Grounded in the elaboration likelihood model and language expectancy theory, this study investigated the matching effect between tourism field types (aura field vs. behavior field) and advertising appeals (emotional vs. rational) on tourists’ visitation intentions, along with the underlying mechanisms and boundary conditions. Through three experiments, the results indicate that: (1) There is a significant congruity effect of advertising appeals on tourists’ visitation intentions across different types of tourism fields in tea tourism destinations. Specifically, emotional appeals are more effective than rational appeals in evoking tourists’ visitation intentions for the aura field of tea tourism destinations. (2) This effect is mediated by perceived diagnosticity. In aura field contexts, of tea tourism destinations, emotional appeals are superior to rational appeals in enhancing tourists’ perceived diagnosticity, thereby boosting their visitation intentions. (3) Tourist involvement moderates both the matching effect and the mediation mechanism, with the interaction effect being significant only for high-involvement tourists. By integrating multiple theories and quantifying the concept of the tourism field, this research enriched the theoretical landscape of tea-tourism and provided actionable insights for destination managers to customize advertising strategies based on field characteristics.

Key words： tea-tourism integration destinations; tourism field; advertising appeal; perceived diagnosticity

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