基于扎根理论量表开发的网络舆情对旅游地形象传播研究

发布时间：2018-01-17 21:36

本文关键词：基于扎根理论量表开发的网络舆情对旅游地形象传播研究　出处：《统计与决策》2016年20期 　论文类型：期刊论文

【摘要】：文章基于扎根理论方法开发网络舆情危机量表,对网络舆情危机于旅游地形象的影响研究发现,除旅游品牌形象外,旅游地认知形象对旅游地意向形象传播具有显著的正向影响,网络舆情危机对旅游地认知形象传播具有显著的负向影响,除事件追因和舆情传播维度外,网络舆情危机对旅游地意向形象传播具有显著的负向影响。总体上,除舆情传播外,网络舆情危机对旅游地形象传播具有显著的负向影响。为此,应秉持"全域旅游"理念,适调媒体监督与网民批评,科学应对网络舆情危机,并有效提升各主体要素在网络新媒体时代的媒介素养,形成旅游地的正向形象传播。
[Abstract]:Based on the rooted theory and method to develop the network public opinion crisis scale, the paper studies the impact of the network public opinion crisis on the image of tourism destination, and finds that, in addition to the tourism brand image. Tourism destination cognitive image has a significant positive impact on tourism destination intention image communication, network public opinion crisis has a significant negative impact on tourism destination cognitive image communication, except for the cause of events and the dimension of public opinion communication. The crisis of network public opinion has a significant negative impact on the image communication of tourist destination. In general, in addition to the dissemination of public opinion, the crisis of network public opinion has a significant negative impact on the dissemination of tourism destination image. We should adhere to the concept of "global tourism", adapt to media supervision and netizens criticism, scientific response to the crisis of network public opinion, and effectively enhance the main elements of the media literacy in the new media era. Form the positive image transmission of tourist destination.
【作者单位】：海南师范大学旅游学院;华侨大学旅游学院;
【基金】：海南省哲学社会科学规划课题(HNSK(QN)15-15;HNSK14-09) 海南省高等学校科学研究项目(Hnky2015-17)
【分类号】：D669;F592.7
【正文快照】： 0引言网络舆情危机对旅游地形象的影响具有动态性、客观性、多样性和复杂性。探旅游地形象是旅游者对旅游地的吸引物、产品服务、接待设施、便利性和环境氛围等具体属性和整体印象的认知、情感和评价,是影响旅游者游前决策、游中感知和满意度、游后行为意向等行为的重要因素。

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