旅游地网络口碑再传播影响因素

发布时间：2017-12-31 01:03

本文关键词：旅游地网络口碑再传播影响因素　出处：《地域研究与开发》2015年01期 　论文类型：期刊论文

【摘要】：关注旅游网络口碑的扩散现象、掌握网络环境下旅游口碑的再传播规律是旅游地及相关企业实现病毒式网络营销的关键。通过对收集到的982份有效问卷进行因子分析以归纳旅游地网络口碑再传播的因子,并通过逐步回归分析法探讨影响旅游地网络口碑人际再传播和群体再传播的具体因素。结果表明:对人际再传播有显著影响的因素是口碑趣味性、网站可信度、关系强度以及再传播者的帮助他人动机和知识自我效能动机;对群体再传播有显著影响的因素是关系强度以及再传播者的帮助他人动机、帮助网站动机、自我提升动机和知识自我效能动机。最后提出针对性的旅游地营销策略。
[Abstract]:Diffusion phenomena concern tourism reputation network, master tourism reputation under network environment and propagation is a key viral network marketing and tourism related enterprises. Factor analysis is carried out by 982 valid questionnaires collected in the induction of Internet word of mouth of destination and then spread, and through specific factors stepwise regression analysis to explore the influence of tourism destination online word-of-mouth communication and interpersonal and group re diffusion. The results show that the spread of interpersonal factors have significant influence is reputation interest, website credibility, relationship strength and then communicators to help others motivation and knowledge self-efficacy motivation; the group re diffusion factors have significant influence is the relationship between the strength and the disseminator help others help site motivation, motivation, self enhancement motivation and knowledge self-efficacy. Finally put forward the tourism marketing strategy.

【作者单位】：泰山学院旅游学院;
【基金】：教育部人文社会科学研究规划基金项目(10YJAZH056) 山东省软科学研究计划项目(2009RKB439) 山东省艺术科学重点课题(2013101)
【分类号】：F592
【正文快照】： 对旅游地来说,口碑是游客在完成一项旅游活动后对旅游产品和服务做出综合评价并向他人进行传播的过程。旅游产品作为一种旅游经历和体验很难在消费之前评估,这导致旅游者具有很高的购买感知风险。旅游者为了避免产生不愉快的体验,常常收集大量的信息来提高旅游决策质量[1]。与

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