The influence of star effect on consumer behavior: Taking BBS as an example

Citation

Ni, JiXiang. (2017). The influence of star effect on consumer behavior: Taking BBS as an example. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

With the rapid development of China’s tourism industry, the demand for tourism market is becoming more and more diverse and individualized. Tourism needs to be combined with other core cultural industries in order to meet the needs of the current people. It happens that in recent years the rise of reality show, let the big TV (Television) stations in China, even in the global television, have introduced the corresponding reality show variety show. In order to make the show better into the market, to meet the needs of people, various television stations in the reality show and combining tourism, will continue to emerge, such as family travel, wild type, date, talent and so on a series of programs. And in the program, the stars are also invited to join the reality show. Therefore, the tourism industry, driven by this trend, has been quickly promoted. Subsequently, scholars began to pay attention to the research on the combination of star reality show and tourism, and made relevant researches from many angles, and also achieved some success.

With the opening of the two day and one night tour, the domestic reality show is spreading rapidly. For example, Hunan TV broadcasts “where dad goes” and “flowers and teenagers”, Oriental TV’s “journey of figure” and “figure sister” and so on. In the program, we not only showed the natural scenes of the filming scenes to the audience, but also enjoyed the audience’s experience through the stars, so that the audience could understand the local folk customs. At present, scholars mainly focus on the cognition of film and television programs, the development of film and TV tourism, and marketing research. Taking the star reality show tourism program as the research object, there are not many researches on the impact of tourists’ tourism behavior, and there are also some new factors based on the passage of time.

This article attempts to “push pull” theory, product life cycle theory “and” market segmentation theory “and multi-disciplinary theory as the foundation, and through the data collection and analysis of the questionnaire, further study on the reality show star Tourism Festival brings the audience to the influence of the new factors of tourism behavior in this area. This paper is divided into five chapters, the first chapter is introduction, mainly expounds the research background, purpose, method and significance; the second chapter is the literature review, theoretical basis of research, mainly about the reality show star travel program concept, and put forward the hypothesis; the third chapter research methods of Hangzhou city issued questionnaires. To collect data, and the the experimental data were analyzed by spss22.0; the fourth chapter research results and analysis to “daddy go” as an example of the audience to shoot the tourism behavior. Through the empirical study, the characteristics of the tourists’ differentiation and the empirical results of the research hypothesis are obtained. The fifth chapter is the conclusion and discussion suggestion. In order to develop the star reality show tour program, how 10 attract tourists through the star reality show tour program, we put forward relative suggestions, and found that we should increase the publicity efforts after the reality show shows.

Keywords:  Star Reality Show Tour Show, Tourism behavior, Impact and Marketing.

The influence of star effect on consumer behavior: Taking BBS as an example

International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand