社会化网络媒体对旅游消费行为影响及营销价值研究

发布时间：2018-06-07 06:26

本文选题：社会化网络媒体 + 消费行为　；参考：《福建师范大学》2013年硕士论文

【摘要】：社会化网络媒体做为发展迅猛的一种新兴媒体,对人们的生活产生了越来越大的影响力。通过社会化网络媒体对于旅游消费行为的影响及其营销价值的研究,使旅游企业能够敏锐的感知市场信息、制定市场策略,走出一条创新型的营销道路。运用文献研究和问卷调查方法,结合网络媒体时代消费者行为经历了关注—兴趣—搜索—购买—分享这五个阶段的特点,对社会化网络媒体对于旅游消费行为的影响力展开调查；探索将影响力转化为营销价值,并分析这些营销价值之间的关系以及产生营销效果的大小。研究结果表明：1、社会化网络媒体对于新时期旅游消费行为的五个阶段都产生着重要影响；2、社会化网络媒体的接触价值、内容与互动价值、关系价值、品牌价值和资源整合价值都正向影响着营销效果。其中接触价值、内容价值和关系价值会推动品牌价值的产生；品牌价值又会对资源整合价值起到重要的作用；3、接触价值和品牌价值对于营销效果起着到关重要的作用。要发挥社会化网络媒体的营销效果,要充分把握五大价值彼此间的关系,才能形成合力,更好地为旅游营销服务。
[Abstract]:As an emerging media with rapid development, social network media has more and more influence on people's life. Through the research on the influence of social network media on tourism consumption behavior and its marketing value, tourism enterprises can acutely perceive market information, formulate market strategies, and walk out an innovative marketing road. Using the methods of literature research and questionnaire survey, combined with the characteristics of the five stages of attention, interest, search, purchase and sharing in the era of online media, This paper investigates the influence of social network media on tourism consumption behavior, explores the transformation of influence into marketing value, and analyzes the relationship between these marketing values and the size of marketing effect. The research results show that social network media has an important influence on the five stages of tourism consumption behavior in the new era. The contact value, content and interaction value, relationship value of social network media, Brand value and resources integration value are positively affecting the marketing effect. Among them, contact value, content value and relationship value will promote the emergence of brand value; brand value will play an important role in resource integration value. Contact value and brand value play an important role in marketing effect. It is necessary to give play to the marketing effect of social network media and fully grasp the relationship between the five values in order to form a joint force and better serve for tourism marketing.
【学位授予单位】：福建师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F592

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