基于网络口碑的旅游目的地形象感知——以厦门市为例

发布时间：2018-04-29 12:59

本文选题：网络口碑 + 旅游目的地　；参考：《热带地理》2013年04期

【摘要】：依托于计算机技术的网络口碑(IWOM)逐渐成为影响旅游者选择旅游目的地的有效方式之一,越来越多的旅游者以网络口碑的形式获取或者传递旅游信息。本研究通过搜索厦门旅游网络口碑案例,对其进行文本和相关属性分析,并将文本分析内容通过层次分析法(AHP)进行归类整理,得出影响厦门旅游形象感知相关因子的权重和厦门市旅游形象概况。结果显示,整体形象感知因素在网络口碑中感知较为明显,整体满意度、景区满意度和餐饮在旅游目的地形象感知因子中所占比重较高。通过网络口碑实现对旅游目的地形象的构建,其时效性较强、覆盖面较广、信息获取便捷、保存时间较长、影响效应大。网络口碑的旅游形象感知研究可以帮助当地政府和旅游行政管理部门适时调整政策和管理力度,旅游经营者调整经营策略和提高服务质量。
[Abstract]:Internet word-of-mouth (IWOM) based on computer technology has gradually become one of the effective ways to influence tourists to choose tourist destinations. More and more tourists obtain or transmit tourism information in the form of network word-of-mouth. This research through the search Xiamen tourism network word-of-mouth case, carries on the text and the correlation attribute analysis to it, and classifies the text analysis content through the analytic hierarchy process (AHP), The weight of the factors affecting Xiamen tourism image perception and Xiamen tourism image profile. The results show that the overall image perception factor is more obvious in the network word of mouth, the overall satisfaction degree, the scenic area satisfaction degree and the food and beverage in the tourism destination image perception factor occupies the high proportion. The construction of tourism destination image through network word-of-mouth has strong timeliness, wide coverage, convenient access to information, long preservation time and great influence. The research on tourism image perception of network word-of-mouth can help the local government and tourism administration to adjust the policy and management dynamics, and the tour operators to adjust the management strategy and improve the service quality.
【作者单位】：华侨大学旅游学院;
【基金】：教育部人文社会科学研究青年基金项目(13YJC790042)
【分类号】：F592.7

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