南京师大学报（自然科学版）2025，Vol.48Issue(2)：19-26,8.DOI:10.3969/j.issn.1001-4616.2025.02.003
文化遗产旅游目的地网红个性
Internet Celebrity Personality of Cultural Heritage Tourism Destination:Scale Development and Empirical Validation
摘要
Abstract
Driven by the proliferation of social media and their ever-expanding of influence,influencer marketing has emerged as a critical factor in tourism destination promotion.However,theoretical research in this area has yet to establish systematic analytical frameworks.Taking the Palace Museum as a case study,this paper explores the brand personality of cultural heritage tourism destinations in the context of Internet celebrity,with a specific focus on conceptualizing and measuring the Internet celebrity personality of these destinations.Through a scale development process,a combination of qualitative and quantitative methods is used to develop and test Internet celebrity personality scale for cultural heritage tourism destinations,which includes five dimensions:professionalism,interaction,attractiveness,motivation,and credibility.The measurement tool for Internet celebrity personality of cultural heritage tourism destinations developed in this paper contributes to advancing theoretical frameworks of tourism destination brand personality and Internet celebrity phenomenon,while also offering actionable insights for exploring scientific management practices in personalized marketing of tourism destination.关键词
旅游地网红个性/品牌个性/量表开发/文化遗产旅游地Key words
Internet celebrity personality of tourism destinations/brand personality/scale development/cultural heritage tourism destinations分类
经济学引用本文复制引用
盛方清,张子昂,殷红卫..文化遗产旅游目的地网红个性[J].南京师大学报（自然科学版）,2025,48(2):19-26,8.基金项目
国家自然科学基金项目(42301254)、教育部人文社会科学基金项目(22YJC790175)、2024年江苏省青蓝工程优秀青年骨干教师项目、2022年南京工业职业技术大学引进人才启动基金项目(YK22-06-04). （42301254）
