A Study on the Audience Psychological Effects of “Cloud Tourism” Based on Webcast: A New Mechanism for Sustainable Development in the Tourism

In recent years, ”cloud tourism” has developed rapidly and gained a wide audience, gradually becoming new operation form of sustainable development in tourism. However, research on the audience perception, psychological needs, behavior this area is still its infancy. Taking tourism webcast Chinese Weibo platform as an example, paper constructs cognitive-emotional model tourists’ “cloud explores impact mechanism behavioral willingness by drawing “cognitive-emotional” theory combined with text analysis grounded theory. The findings suggest that can satisfy audience’s cognitive needs to certain extent, but experiential nature far from sufficient, it difficult realize essence future, continuously exert positive effects, visual presentation traditional novel development.