旅游虚拟社区顾客隐性知识共享激励机制研究

发布时间：2018-04-30 12:50

本文选题：旅游虚拟社区 + 顾客隐性知识共享　；参考：《华南理工大学》2012年硕士论文

【摘要】：随着互联网的不断发展，网络为旅游爱好者提供了一个分享知识、经验、寻找旅伴、交流的广阔平台。旅游虚拟社区是网络与旅游紧密结合的新发展趋势，而且发展迅速，引起了旅游爱好者和国内外学者们的关注。对于社区的创建者来说，他们更加关注的是如何吸引旅游爱好者们能够自愿加入社区，与其他爱好者进行共享自己的旅游经验、感受，从而使这个平台聚集人气，充满活力。然而，旅游虚拟社区的顾客间不存在约束，其行为主要是由意愿、需要和动机决定，这就需要采取一定的激励机制，使顾客在一定的报酬机制驱动下，积极挖掘自己的潜能，将个人头脑中关于旅游的诀窍性、实践性和默会性的隐性知识进行自由共享，这对于旅游虚拟社区的发展壮大有重要作用。为此，有必要对旅游虚拟社区顾客隐性知识共享激励机制进行深入研究。基于以上的研究问题，本文对国内外现有研究和相关理论进行梳理，以绿野户外网为例，选择其中“旅游攻略”版块为研究对象，对其中的顾客隐性知识共享激励的众多变量进行动态分析，，将顾客按其对社区的知识共享的贡献将其分为浏览者、分享者、社交者、领袖，并结合马斯洛的需要层次激励理论，建立旅游虚拟社区顾客隐性知识共享激励机制因果图和流图，并通过系统动力学方法进行仿真，模拟出各项变量对顾客隐性知识共享的影响，预测各项变量的效果，为虚拟社区的建设和发展提供借鉴。通过研究发现：（1）领袖的隐性知识共享量的增长呈“S”形态；（2）存在路径依赖现象，系统对社交需要激励有较高的灵敏度。（3）旅游虚拟社区顾客隐性知识共享存在“长尾效应”，浏览者和分享者应受到社区的关注。
[Abstract]:With the continuous development of the Internet, the Internet provides a wide platform for tourism lovers to share knowledge, experience, travel partners and exchanges. Tourism virtual community is a new development trend which is closely combined with network and tourism, and it has developed rapidly, which has attracted the attention of tourism lovers and scholars at home and abroad. For the creators of the community, they are more concerned about how to attract tourists to join the community voluntarily, share their travel experience and experience with other lovers, so that the platform can gather popularity and vitality. However, there are no constraints among customers in the tourism virtual community, and their behavior is mainly determined by will, need and motivation. Therefore, it is necessary to adopt a certain incentive mechanism to enable customers to actively tap their potential under a certain reward mechanism. It is very important for the development of tourism virtual community to share tacitly tacit knowledge of tourism in one's mind. Therefore, it is necessary to study the incentive mechanism of customer tacit knowledge sharing in tourism virtual community. Based on the above research questions, this paper combs the existing research and related theories at home and abroad, taking Greenfield Outdoor Network as an example, chooses the "Tourism Strategy" as the research object. Based on the dynamic analysis of many variables of customer tacit knowledge sharing incentive, customers are divided into visitors, sharers, socialists, leaders and Maslow's hierarchy of needs incentive theory according to their contribution to community knowledge sharing. The incentive mechanism of customer tacit knowledge sharing in tourism virtual community is established, the causality diagram and flow diagram are established, and the effects of variables on customer tacit knowledge sharing are simulated by system dynamics method, and the effects of these variables are predicted. It provides reference for the construction and development of virtual community. Through the research, we find that the growth of tacit knowledge sharing among leaders is "S" form and there is a path dependence phenomenon, and the system has a higher sensitivity to social need motivation. 3) there is a "long tail effect" in customer tacit knowledge sharing in tourism virtual community. Visitors and sharers deserve the attention of the community.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F592

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