旅游目的地公共营销中的社交网络传播效果研究

发布时间：2018-04-25 12:08

本文选题：旅游目的地 + 公共营销　；参考：《武汉大学》2014年博士论文

【摘要】：互联网技术的发展驱动着人类文明形态的演进和社会秩序的重构。社交网络是Web2.0时代的产物,已在全球普及应用。社交网络以用户生成内容、互动分享为基本特质,用技术的手段将真实的社会网络嵌入互联网世界,改变了用户间信息、情感、资源交流方式和价值创造、传递的方式,使社交网络情境下市场供需角色发生了转移,促使营销范式产生变革。在旅游消费活动中,社交网络是旅游目的地信息传播的重要平台和途径,改变着旅游者的行为习惯,已经成为旅游市场营销研究和实践的重要环境因素。当前国际旅游市场中,旅游业的竞争已经由企业间的竞争转变为旅游目的地的整体竞争,社交网络为旅游目的地整体性营销带来了新的机遇和挑战,对旅游目的地的综合发展有着积极的作用。国外学者在旅游目的地营销研究中初步形成跨学科、多层次、综合性较强的研究成果,但整体上独立的理论体系远未完善。我国旅游目的地营销研究起步较晚,讨论目的地营销的主体、政府与市场关系、政府的行为选择的文献较多,对如何构建具有整合力、兼容性和整体性的目的地营销模式、如何协同各个利益相关者的营销力量、如何在互联网实现旅游目的地的整体营销等问题还有许多理论空白。旅游目的地消费决策理论、传播效果理论和公共营销理论为上述理论研究提供了良好的借鉴与启示。旅游目的地是公共营销实践和发展的重要领域,实施公共营销是目的地公共组织的管理职能,有助于形成旅游企业微观营销的有益补充,有力保障了目的地整体性营销效果,构建一个整合目的地营销力量的战略框架。结合公共营销理论启示和旅游目的地公共营销生成机理,社交网络平台上的旅游目的地公共营销战略架构既包括营销主体、营销客体和目标市场三大基本要素体系,也包括社交网络和旅游体验两大拓展要素。传播是社交网络情境下实施旅游目的地公共营销的着力点。旅游目的地社交网络传播模式的基本要素与大众传播相比已经开始演化,出现传播主体、传播客体、传播媒介融合,传播内容自主贡献等趋势,因此其传播模式也不同于大众传播模式,具有更加突出的融合、互动特征。两相结合,旅游目的地公共营销与社交网络传播效果具有统和关系：社交网络是目的地公共营销的新环境,目的地公共营销是社交网络传播效果追求的价值引导；传播效果是旅游目的地公共营销在社交网络情境下实施的战略基点。以新浪微博为数据采集平台,以韩国江原道、新加坡为旅游目的地典型案例,本文采集相关微博信息作为研究文本,通过扎根理论研究,提炼出旅游目的地社交网络传播效果的理论模型,并进一步通过文献回顾界定了相关变量,设计问卷,收集数据,利用信、效度检验和结构方程模型对理论模型及研究假设进行了验证,并分析讨论检验结果。上述质性研究和实证检验得出结论：旅游目的地社交网络传播效果最终通过潜在旅游者对目的地的态度(认知、情感、意向)的形成或改变表现出来。潜在旅游者对目的地的态度受到社交网络传播信息内容(信息丰富度、信息可信度)、信息特性(趣味性、分享性、针对性)和信息功能(告知功能、激励功能)三个变量子集的影响。实证检验结果显示,各影响变量对目的地态度三个成分的影响作用各不相同,启示着目的地公共营销主体在社交网络传播中需要关注目的地认知、情感、意向三个层面传播效果的显现。以旅游目的地公共营销为价值引领,以内容聚合为主要研究思路,旅游目的地社交网络传播效果提升主要从传播主体、传播内容、传播路径三个方面入手。在旅游目的地公共营销战略架构中,营销主体子系统、客体子系统和目标市场子系统在社交网络传播中融合共生,以政府为代表的公共组织在其中发挥着统领、协调、引导的职能。
[Abstract]:The development of Internet technology drives the evolution of human civilization and the reconstruction of the social order. The social network is the product of the Web2.0 era. It has been widely used in the world. The social network uses the user to generate the content, the interactive sharing is the basic characteristic, the real social network is embedded in the Internet world by the means of technology, and the information between the users is changed. Emotion, the way of exchange of resources and the way of value creation and transmission make the role of market supply and demand transfer in social network situation, and promote the change of marketing paradigm. In tourism consumption activities, social network is an important platform and way of information dissemination of tourist destination, changing the behavior habits of tourists and has become a tourist market camp. In the current international tourism market, the competition of tourism has changed from competition among enterprises to the overall competition of tourist destinations. Social networks bring new opportunities and challenges to the overall marketing of tourist destinations, and have a positive effect on the comprehensive development of tourist destinations.
In the study of tourism destination marketing, foreign scholars have initially formed interdisciplinary, multi-level and comprehensive research results, but the overall independent theoretical system is far from perfect. The research on tourism destination marketing in China started late, discussing the main body of destination marketing, the relationship between government and the market, and the government's behavior selection, and how to do it There are many theoretical gaps in the construction of a destination marketing model with integration, compatibility and integrity, how to cooperate with the marketing power of various stakeholders and how to realize the overall marketing of tourism destination on the Internet. It provides a good reference and inspiration.
Tourism destination is an important field of public marketing practice and development. The implementation of public marketing is the management function of the public organization of the destination, which helps to form a beneficial supplement to the micro marketing of the tourism enterprises, effectively guarantees the overall marketing effect of the destination, and constructs a strategic framework to integrate the marketing force of the destination. The public marketing mechanism of enlightenment and tourism destination, the public marketing strategic framework of tourist destination on social network platform not only includes three basic elements of marketing subject, marketing object and target market, but also two major elements of social network and tourism experience. Communication is the public tourism destination public The basic elements of the communication mode of the social network of tourist destinations have begun to evolve compared with the mass communication. There is a trend of the main body of communication, the object of communication, the fusion of media and the independent contribution of the content. Therefore, the mode of communication is also different from the mass communication mode, which has a more prominent integration and interactive characteristics. In combination, the effect of public marketing and social network communication in tourist destinations has a unified and relationship: social network is a new environment for public marketing in destination, and the public marketing of destination is the value guide of the pursuit of social network communication effect, and the effect of communication is the strategic basis for the implementation of public marketing in the social network situation of tourist destination.
Taking Sina and micro-blog as the data collection platform, taking Gangwon and Singapore as a typical tourist destination, this paper collects the relevant micro-blog information as the research text, and abstracts the theoretical model of the communication effect of the social network of tourist destination through the study of the root theory, and defines the relevant variables and designs the questionnaire through the literature review. Collect data, verify the theoretical model and research hypothesis using letter, validity test and structural equation model, and analyze and discuss the test results. The above qualitative and empirical tests conclude that the communication effect of the social network of tourist destination is finally formed by the attitude (cognition, emotion, intention) of potential tourists to the destination. The change is shown. The attitude of the potential tourist to the destination is influenced by the three variables of the social network communication information content (information richness, information credibility), information characteristics (interest, sharing, pertinence) and information function (informing function, incentive function). The empirical test results show that the influence variables are three to the destination attitude. The effects of the components are different, and it suggests that the public marketing subjects in the destination need to pay attention to the three aspects of the communication effect of destination cognition, emotion and intention.
Taking the tourism destination public marketing as the value guide and the content aggregation as the main research idea, the promotion effect of the social network of tourist destination is mainly from three aspects: the main body of communication, the content of communication and the path of communication. In the strategic framework of the tourist destination public marketing, the main subsystem, the object subsystem and the target market subsystem of the tourism destination are in the public marketing strategy. The system integrates and symbiosis in the dissemination of social networks, and the public organizations represented by the government play the leading, coordinating and guiding functions.

【学位授予单位】：武汉大学
【学位级别】：博士
【学位授予年份】：2014
【分类号】：G206;F592

【参考文献】