社交媒体目的地形象


已确认参与者年满18岁，已经使用过小红书获取关于澳门旅游信息且前往澳门旅游。

尊敬的女士/先生：

您好！首先感谢您能在百忙之中填答这份问卷！我是一名博士研究生，正在进行关于社交媒体目的地形象的相关研究。您所提供的宝贵意见及仔细填答将有助于这个研究的准确性。调查采用匿名方式，结果仅用于学术研究，您可以在任何情况下，随时离开并停止回答本问卷。当您完成后，即同意参与这个研究。非常感谢您的支持！请根据自己的真实想法作答，对您的支持与帮助表示衷心地感谢！

以下是关于您对社交媒体目的地形象的相关看法，请表明您在多大程度上同意这些看法。（填写说明：同意程度有非常不同意--不同意--比较不同意--一般--比较同意--同意--非常同意，分值依次为1-7分，答案不分对错，请您依据自己的认为加以判断，在对应表格中打“√”）。

This section aims to understand your perception of the quality of Macao-related travel information you encountered on Xiaohongshu. Please rate the following statements based on your actual experience using Xiaohongshu for Macao travel planning.

本部分旨在了解您对小红书平台上关于澳门旅游信息内容质量的看法。请根据您使用小红书获取澳门旅游资讯的实际体验，评估以下各项描述的符合程度。

1.

Short videos on Xiaohongshu are usually short.小红书的短视频通常时长较短


2.

I spend very short time reading one message on Xiaohongshu.我浏览小红书的单条信息耗时极短。


3.

I can understand the overall meaning of Xiaohongshu in a short time.

我能在短时间内理解小红书内容的整体含义。

4.

I can subscribe some interesting users on Xiaohongshu.我可以关注小红书上一些感兴趣的用户。


5.

I can subscribe users whose video content are useful for my travel on Xiaohongshu.

我能关注小红书上视频内容对我旅行有帮助的用户

6.

I can gain useful information from users that I subscribe on Xiaohongshu.

我能从小红书关注的用户处获取有用的信息

7.

Subscription can help me filter and distinguish information that I consider as misleading on Xiaohongshu.

小红书的关注功能能帮助我筛选并辨别平台上我认为具有误导性的信息。

8. The information on Xiaohongshu is useful for travel.小红书上的信息对工作或学习具有实用价值。
9.

The information on Xiaohongshu is valuable.小红书上的信息具有价值。

10.

The information on Xiaohongshu can satisfy my needs.小红书上的信息能够满足我的需求。

11.

The information on Xiaohongshu were informative.小红书上的信息内容详实，具有参考价值。

12.

Xiaohongshu provides me with interesting videos to my needs.小红书为我提供符合自身需求的趣味视频。

13.

Social media enables me to interact with people of similar interests   社交媒体使我能够与有相似兴趣的 人互动

14.

Social media enables interaction with individuals and groups that were difficult or impossible otherwise

社交媒体使与个人和群体的互动成为可能，而这些互动在其他情况下是困难或无法实现的
15.

Social media's likes, comments, shares, and direct messaging features allow me to interact with others, creating a sense of real interaction

社交媒体的点赞、评论、分享和私信功能使我能够与他人互动，从而产生真实互动的感觉。

This section focuses on your overall perception of Macao’s tangible attributes and environmental conditions as a destination. Please rate the following statements based on your firsthand experience during your visit to Macao, regarding its climate, safety, culture, facilities, etc.
本部分关注您对澳门作为旅游目的地实际特征和环境条件的整体看法。请根据您亲历澳门后的亲身感受，评估以下关于澳门气候、安全、文化、设施等方面描述的符合程度。
16.

Macao’s climate is pleasant and comfortable.澳门的气候宜人舒适

17.

Macao’s environment is clean and well-maintained.澳门的环境干净整洁

18.

Macao is safe and secure.澳门的治安良好安全

19.

Macao’s residents are friendly and warm. 澳门的居民友好热情

20.

Macao has abundant historical and cultural heritage.澳门拥有丰富的历史文化遗产

21. Macao offers unique handicrafts.澳门有独特的手工艺品
22.

Macao has distinctive customs and traditions.澳门有独特的风俗习惯

23.

Macao has diverse religious cultures.澳门有丰富的宗教文化

24.

Macao hosts various cultural activities and festivals.澳门有各种文化活动和节庆

25.

Macao’s tourism facilities are well-developed.澳门的旅游设施完善

26.

Macao’s cuisine is diverse and delicious.澳门的美食丰富多样

27.

Macao’s nightlife is vibrant and diverse.澳门的夜生活丰富多彩

28.

Macao has high-end shopping destinations.澳门有高端的购物场所

29.

Macao’s hotels provide excellent service.澳门的酒店服务优质

30.

Macao’s transportation is convenient and efficient.澳门的交通便捷高效

31.

Macao’s communication networks are well-developed.澳门的通信网络发达

This section seeks to capture your holistic impression of Macao as a tourist destination. Please indicate your level of agreement with the following statements regarding Macao’s appeal, uniqueness, value-for-money, and overall character.
本部分希望了解您对澳门作为一个整体旅游目的地所形成的综合印象。请根据您的整体感受，评估以下关于澳门吸引力、独特性、价值感等维度的描述是否符合您的看法。
32. Macao is an interesting destination. 澳门是一个有趣的目的地 
33. Macao is an exciting destination. 澳门是一个令人兴奋的目的地 
34.

Macao is a unique destination. 澳门是一个特别的目的地  

35. Tourism experiences in Macao are worth the cost. 澳门的旅游体验物有所值
36. Macao offers rich gambling and entertainment experiences. 澳门的赌博娱乐体验丰富
37. Macao is a destination full of historical charm. 澳门是一个充满历史感的目的地 
38. Macao is suitable for business activities. 澳门是一个适合商务活动的目的地
39. Macao is a great place for leisure and relaxation. 澳门是一个休闲度假的好地方
40. Macao’s transportation network is well-developed. 澳门的交通网络发达
This section measures your post-visit behavioral intentions toward Macao. Please indicate your current willingness regarding revisiting, recommending, or speaking positively about Macao based on your genuine thoughts.
本部分旨在测量您在体验澳门旅游之后，未来可能采取的相关行为倾向。请根据您当前的真实想法，评估以下关于重游、推荐或正面口碑传播意愿的描述。
41.

1. I have an intention to visit this destination again.我有重访该目的地的意图

42.

I have a willingness to speak positively about this destination.我有对这个目的地进行正面评价的意愿

43.

1. I have an intention to recommend this destination. 我有推荐该目的地的意图

Finally, please provide some basic demographic information to help us analyze the sample characteristics. All responses will be kept strictly confidential and used solely for academic research purposes.
最后，请您提供一些基本的个人信息，以便我们对研究样本进行分类分析。所有信息将严格保密，仅用于学术研究目的。

44. Your gender:（您的性别:）
45. Your age: （您的年龄:）
46. Your education:（您的教育程度:）
47. Your job:（您的工作情况:）
48. .How often do you check on the Xiaohongshu usually? （您平时查看小红书的频率:）
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