Ninghuan Chu, Cheng'an Li

(Guizhou Normal College)

Abstract：

Based on the research on the influence of the level of love for existing film and television works on the willingness to pay premium for tourism products, this paper introduces multiple intermediaries such as regional image and scenic spot image, and introduces the level of celebrity love as a moderating variable. Using structural equation modeling, the formation process of willingness to pay premium for tourism products is analyzed in depth, revealing the influence path of multiple intermediaries and moderating variables. Research has shown that the level of love for film and television works is an important factor affecting regional image, scenic spot image, and product willingness to pay premium, showing a significant positive correlation; The regional image and scenic spot image are significantly positively correlated with the willingness to pay premium for the product; There is a significant partial mediating effect between regional image and scenic spot image in the relationship between the level of love for film and television works and the willingness to pay premium for tourism products. The mediating effect of regional image is significantly stronger than that of scenic spot image; The regional image and scenic spot image regulated by the popularity of celebrities are important factors affecting tourists' willingness to pay premium for their products.

Key Words：

level of love for film and television works; willing to pay a premium; level of liking; regional image; scenic spot image