交互式媒体对青岛80后居民出游意向影响研究

发布时间：2018-06-26 23:33

本文选题：出游意向 + 旅游决策　；参考：《中国海洋大学》2014年硕士论文

【摘要】：近几年中国旅游业飞速发展。国内游客数量正以10%左右的数量增长,而国内旅游收入,则以逐年15%以上的比例增长。旅游业蓬勃发展的背后,一个巨大的旅游信息市场也正在形成。因为旅游产品具有无形型、不可储存性以及生产和消费的同时性等特点,导致旅游产品无法直观地被展示,而是需要信息传播的方式去让旅游者知晓。而旅游目的地也需要通过媒体宣传,来提高和巩固知名度。甚至与旅游相关的服务行业,也需要由宣传来赢得消费者认同,唤起旅游者的出游意愿。旅游业与各式媒体的有机结合,现已成为旅游业新飞跃的重要引擎。与传统媒体不同的是,交互式媒体的信息参与者可以借助数字技术,通过各式输入系统(键盘、触摸屏、数码相机、摄像机等)轻易地制作各类反馈信息,通过简易可行的发送方式,利用互联网和移动通讯网络便捷地反馈到信息传播者。这改变了受众在传统媒体信息传播中的被动地位,让信息传播者与受众的关系达到平等交流的状态。交互式媒体可以通过互动、动态的模式对旅游信息进行传播,且不受时空和时间的限制,极大地提高了旅游信息的传播能力。人们可以通过媒体自由地了解旅游目的地和旅游产品,也可以通过媒体评价从而来影响其他旅游者的选择。从而了解旅游目的地的形象、旅游产品的推介,甚至形成旅游消费观念的引导。为了解传统媒体与交互式媒体对人们的出游意向影响,本文将人群锁定为青岛市80后的居民,他们大都属于上班族,工作性质和收入水平各不相同。在日常生活中能够熟练的操作运用各式媒体,在外出旅游中更倾向于利用各式媒体获取自己想寻找的旅游信息,并通过这些媒体上的有效信息形成出游意向,作出旅游决策,充实完善自己的旅游行为,从而获得个性化的旅游体验。通过设计与媒体平台相关联的旅游信息问题,此调查问卷面向青岛市80后居民设计完毕后,在网上发放调查问卷172份,在问卷中调查研究了青岛80后居民对媒体的使用偏好,运用各种媒体获取旅游信息的总体情况,以及他们对各类媒体的信任和接收程度、喜好的媒体营销方式等问题,分析交互媒体的发展对80后市民出游行为的影响及其产生的变化特点及发展趋势,进而分析影响这一变化趋势的因素。比较不同媒体下受众对旅游信息的接受效果。本文的第一部分是引言,主要用来介绍叙述文章的研究背景、研究目的和意义、文章主要运用的研究思路和方法；第二部分主要陈述与旅游决策、出游意向、旅游信息传播相关研究综述及理论基础；第三部分是结合调查问卷的搜集,从数据和图表来进行交互式媒体对青岛80后居民出游意向影响分析,最终提出相关建议。通过不同特点的比对和调研数据分析,本文提出应当将传统媒体和交互式媒体综合运用,根据不同旅游产品的不同特点选择传播媒体；同时重视社会调查,选择适合的旅游营销方式,达到最优传播效果；注重旅游者信息需求的变化,增加互动交流：管理旅游信息发布媒体,提升信息可信度等建议。希望本文有助青岛旅游行业与媒体行业达到良好的交互作用,以及青岛旅游行业在宣传方面有针对性的进行广告投放或者品牌宣传。并且希望可以丰富和充实旅游学的研究范畴,为旅游学科体系的完善贡献绵薄之力。
[Abstract]:In recent years, China's tourism industry has developed rapidly. The number of domestic tourists is growing at about 10%, while domestic tourism revenue is increasing by more than 15% year by year. Behind the booming tourism industry, a huge tourist information market is also being formed. Because tourism products are intangible, unstorable and production and consumption. Simultaneity and other characteristics, the tourist products can not be displayed intuitively, but the way of information dissemination is needed to make the tourists know. And the tourist destination also needs to promote and consolidate popularity through media publicity. Even the service industry related to tourism also needs to win the consumer identity by propaganda and arouse the tourists' travel intention. The organic combination of tourism and various media has now become an important engine for a new leap in the tourism industry. Unlike the traditional media, the interactive media participants can easily make various feedback information through various input systems (keyboards, touch screens, digital cameras, cameras and so on), through simple and feasible ways. The way of sending, using the Internet and the mobile communication network to facilitate the feedback to the communicators, has changed the passive position of the audience in the transmission of traditional media information, making the relationship between the information communicator and the audience equal to the state of communication. The interactive media can transmit the tourist information through interactive and dynamic mode, and it can not be affected by the interactive media. Time and space and time limit greatly improve the communication ability of tourism information. People can understand tourist destinations and tourism products freely through the media, and can also influence the choice of other tourists through media evaluation, so as to understand the image of tourist destinations, the introduction of travel products, and even the concept of tourism consumption. In order to understand the influence of traditional media and interactive media on people's travel intention, this article locks the crowd into the post - 80 residents in Qingdao. Most of them belong to the office workers. Their work nature and income level are different. The body obtains the tourist information that you want to find, and forms the travel intention through the effective information on these media, makes the tourism decision, enriches and consummate their travel behavior, thus obtains the personalized travel experience. Through the design of the travel information related to the media platform, the questionnaire is designed for the post 80 residents in Qingdao. After that, 172 questionnaires were issued on the Internet. In the questionnaire, we investigated and studied the preference of the post - 80 residents in Qingdao on the use of the media, the overall situation of using various media to obtain tourism information, their trust and acceptance of various media, the popular media marketing, and the analysis of the development of interactive media for the post-80s citizens. The impact of the change and its development trend, and then analyze the factors that affect the trend of the change. Compare the reception effect of the audience on the tourism information under different media. The first part of this paper is the introduction, which is mainly used to introduce the background of the study, the purpose and significance of the study, and the main research ideas and methods used in this article. The second part mainly statement and tourism decision-making, travel intention, tourism information dissemination related research overview and theoretical basis; the third part is the collection of questionnaires, from the data and charts to analyze the impact of interactive media on the tourism intention of the post-80s residents in Qingdao, and finally put forward relevant suggestions. Research data analysis, this paper proposes that the traditional media and interactive media should be used comprehensively to select the media according to the different characteristics of different tourist products; at the same time, we should pay attention to social investigation, choose suitable tourism marketing methods, achieve the best dissemination effect, pay more attention to the change of tourist's interest demand and increase interactive communication: Management Tourism Information release media, promotion of information credibility and other suggestions. I hope this article will help Qingdao tourism industry and the media industry to achieve a good interaction, as well as the tourism industry in Qingdao advertising targeted advertising or brand publicity. And hope to enrich and fill the scope of travel study, for the tourism discipline system. The perfection contributes a little effort.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206;F592

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