“雾里看花”vs.“身临其境”：OTA旅游目的地广告对消费者注意的影响研究

旅游目的地广告如何吸引更多消费者注意，越来越引起学术界和实业界的研究兴趣，其中避免OTA广告“失效现象”成为关键所在。本课题整合旅游管理、认知神经科学等跨学科知识，运用数据挖掘、虚拟现实、眼动和脑电等研究方法对其展开研究。首先，通过视觉注意计算模型，选择csQCA分析方法，探讨OTA广告内在和外在物理属性对消费者视觉注意影响的内在规律；其次，基于POX、自我一致性理论，考虑游客类型调节作用，研究“代言人—目的地（影响力等）”和“代言人—游客” 匹配程度对消费者注意的影响差异；再次，利用NLP算法，对构建的“游客偏好”和“情感分析”模型进行实证分析；最后，基于创新扩散和SOR等理论，利用VR实验技术，探讨平台属性、社交媒体等对消费者注意OTA旅游目的广告的效果差异。研究成果有利于对旅游目的地广告吸引消费者注意的内在规律进行把握，同时对OTA广告投放有效性问题和精准推送模式有着重要的借鉴价值。

How to attract more consumers' attention to tourism destination advertising has attracted more and more academic and industrial research interest, in which the key is to avoid the "failure phenomenon" of OTA advertising. This project integrates interdisciplinary knowledge such as tourism management and cognitive neuroscience, and uses data mining, virtual reality, eye movement and EEG to study it. Firstly, through the visual attention calculation model, csQCA analysis method is selected to explore the internal law of the influence of OTA advertising's internal and external physical attributes on consumers' visual attention; secondly, based on pox and self consistency theory, considering the moderating effect of tourist type, this paper studies the "spokesperson destination (influence, etc)" and "spokesperson tourist" Thirdly, we use NLP algorithm to analyze the model of "tourist preference" and "emotion analysis"; finally, based on the theory of innovation diffusion and SOR, we use VR experimental technology to explore the effect of platform attributes and social media on consumers' attention to OTA tourism advertisements. The research results are conducive to grasp the inherent law of tourism destination advertising to attract consumers' attention, and have important reference value for the effectiveness of OTA advertising wide delivery and precise push mode.