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  景点打卡是当前社交媒体用户的流行行为之一，这种行为有助于扩大景区知名度，招揽游客，使一些景点迅速爆红，成为网红。但景点不能长红，景区生命力难以延续，也成为这些网红景点后续经营面临的一大难题。故研究网红景点旅游者打卡行为内在机理，探讨网红景点如何长红就具有一定的现实意义。

  本文运用扎根理论，以网红景点旅游者为研究对象，以网络游记和网络帖子为数据来源，构建了旅游者网红景点打卡行为内在机理理论模型，模型揭示了网红景点兴起和衰败的两种路径：（1）旅游者受到多重刺激产生旅游动机并实现旅游行为进而获得良好旅游体验，在良好的旅游体验下，旅游者获得了旅游内在价值，其情感得到升华。为了延长内在价值以及获取旅游外在价值，旅游者向外界反馈优质的旅游体验，旅游者这种积极的反馈行为使得潜在旅游者转化为实际旅游者，形成良性循环，网红景点实现长红；（2）旅游者受到多重刺激产生旅游动机并实现旅游行为，但由于一些负面因素的制约，旅游者获得糟糕的旅游体验，由此产生负面情绪。负面情绪的不断积累使得旅游者寻求宣泄情绪的机会，以劝阻他人、网络避雷、客观评价等方式打消潜在旅游者的旅游动机，阻止潜在旅游者进入循环，网红景点逐渐衰败。

  从研究结果来看，使得旅游者获得劣质体验的制约因素有真实差距、拍摄条件、价格因素、环境因素、服务质量、设施条件、交通条件、饮食条件、管理因素、内容质量、住宿条件、气候影响、安全因素。除真实差距外，其他因素加以完善便会成为旅游者获得优质体验的影响因素。基于此，本文提出进行适当的网络营销并造势、提升景区产品品质、重视服务失误和服务补救问题、监控网络舆情，丰富旅游活动，运营好景区社交账号、满足旅游者被关注被认同的需求等建议，以期对网红景点能够长红有所裨益。

      The act of clocking in scenic spots is one of the popular behaviors of current social media users. This behavior helps to expand the popularity of scenic spots and recruit tourists, making some spots rapidly popular and becoming online popular scenic spots. The subsequent operation of the online popular scenic spots faces the difficulty of the scenic spots not being able to grow red and the viability of the scenic spots being difficult to continue.

      Using rooting theory and online travelogues and online posts as data sources, this paper constructs a theoretical model of the mechanisms inherent in tourists' clock in behavior in online popular scenic spots. The model reveals two paths to the rise and fall of online popular scenic spots. The model reveals two paths for the rise and decline of online popular scenic spots: (1) Tourists are stimulated by multiple stimuli to generate tourism motivation and realize tourism behavior and thus gain a good tourism experience. Under the good tourism experience the tourist acquires intrinsic tourism value and their emotions are sublimated. In order to extend the intrinsic value as well as to obtain the extrinsic value of tourism, the tourist gives feedback to the outside world about the quality of the tourism experience, and this positive feedback behavior of the tourist transforms potential tourists into actual tourists, forming a virtuous circle. Then the online popular scenic spots achieve long-lasting popularity; (2) Tourist is motivated by multiple stimuli and achieves tourism behavior, but due to some negative factors, the tourist gets a poor tourism experience. The accumulation of negative emotions makes the tourist experience poor. The accumulation of negative emotions makes travelers seek opportunities to vent their emotions, discourage others, avoid mines on the Internet, and evaluate objectively to dissuade potential travelers from entering the cycle. Then the online popular scenic spots gradually decline.

      From the results of the study, the constraints that make for a poor quality experience for travelers are the authenticity gap, filming conditions, consumption factors, environmental factors, service quality, facilities, transport conditions, food conditions, management factors, content quality, accommodation conditions, climate effects and safety factors. With the exception of the authenticity gap, the other factors can be improved to become influential factors in the quality of the tourist experience. Based on this, this paper proposes appropriate online marketing and momentum building, improving the quality of the attractions' products, paying attention to service failures and service remediation issues, monitoring online public opinion, operating the attractions' social accounts, and satisfying the tourists' need to be noticed and recognized, in order to make the online attractions a long-lasting success.