The Influence of Television Media Exposure on Cognitive Processing and Perceived Appeal of Tourist Destinations in China
คำสำคัญ:
Television media exposure, tourist destinations, cognitive processes, perceived appealบทคัดย่อ
This study examines the influence of Chinese TV media exposure on tourists' cognitive processing and perceived appeal of tourist destinations. Television shapes public perceptions by portraying narratives, images, and emotions, allowing potential visitors to process information and discover new travel experiences.
Using quantitative research method, 400 respondents participated in a questionnaire survey, providing strong empirical evidence. The study analyzed viewers' TV media exposure habits, cognitive processing, and perceived appeal toward tourist destinations. Through statistical calculation, regression analysis showed that there was a significant positive correlation between TV media exposure and cognitive processing (R²=0.819, p < 0.01), and a significant positive correlation between TV media exposure and perceived appeal (R²=0.78, p < 0.01). Chinese TV media exposure significantly affects the relationship between cognitive processing and the perceived appeal of tourist destinations.
Findings reveal that extensive TV media exposure significantly enhances cognitive engagement, improving information processing, memory retention, and knowledge acquisition. It also strengthens emotional and aesthetic perceptions, increasing destination appeal through cultural identity and emotional resonance. Overall, the study confirms that television media exposure plays a crucial role in shaping cognitive processes and the perceived appeal of travel destinations, especially among tourists aged 18-35. These insights highlight that TV media is not only a channel for information dissemination, but also an important medium for influencing tourists' psychological and behavioral decisions. With the continuous evolution of the media environment, tourism managers should pay more attention to the potential of TV media, combine content creativity with communication strategies, deepen audience cognition and stimulate tourism interest. Future research can further explore the synergistic effect of different types of media, and provide more comprehensive theoretical support and practical guidance for the image building and marketing of tourist destinations.
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