Personalized Persuasion for Visitors’ Data-Sharing Activities in Amusement Parks: Matching Visitors’ Social Value Orientation
研究基于社会价值取向理论，通过实验发现竞争性信息框架能有效激励不同性格的游乐园访客分享个人旅行数据，为智慧旅游中的数据收集提供策略建议。
Tourist’s unwillingness to share personal data has been detrimental to smart tourism development. Drawing on social value orientation theory and the unification model of framing, this study examined how person–situation interaction affects theme park visitors’ willingness to share three types of personal travel data in hopes of better understanding crowd management. A between–group method was applied in a micro-longitudinal single factor (message framing: individualistic vs. competitive vs. cooperative) scenario-based experimental design. An analysis of 532 survey responses revealed that a competitive message was the only type of message framing to stimulate people’s data-sharing behavior (i.e., among individualists, competitors, and cooperators). The alignment between message framing techniques and personalities strengthened the intervention effects of personality-relevant messages. These results enrich the theoretical understanding of visitors’ responses toward data collection and suggest amusement park management should consider encouraging visitors to share their personal travel data using competitive messaging.