基于社交媒体关系互动的旅游城市形象负面偏差引导策略——以“青岛天价虾”事件为例

发布时间：2018-02-12 19:15

本文关键词： 旅游城市形象社交媒体关系互动因果归因负面偏差引导　出处：《旅游学刊》2017年07期 　论文类型：期刊论文

【摘要】：负面偏差是受众面对多元化网络信息时所产生的心理错觉,往往倾向高估负向信息,低估正向信息,在旅游市场,这种现象会降低旅游城市形象的正面传播效果。文章以2015年的"青岛天价虾"事件为研究案例,通过社交媒体影响力的结构性测量和粉丝行为测量,综合比较社交媒体位置角色和网络舆论引导能力,从而为旅游城市提供削弱负面偏差的策略方向。研究表明,社交媒体关系互动中的位置角色与其网络舆论引导能力结果存在差异:首先是官方与民间的差异。在社交媒体关系互动中,本地官方机构处于中心,自媒体位于边缘;但引导舆论影响力方面,本地自媒体排第一,本地官方机构排第三。其次是本地与异地的差异。在社交媒体关系互动中,本地媒体接近中心位置;但引导舆论影响力方面,异地媒体排序靠前。可以看出,民间和本地社交媒体引导舆论影响力相对更强,通过关系互动中的因果归因,社交媒体对负面偏差引导发挥了积极作用。因此,旅游城市需要注意对社交媒体组合运用,在自身社交媒体平台上提升信源可靠性;同时善于借助中介(桥)的舆论引导能力,注重负面信息中问题的解决,最终形成传播合力,削弱负面偏差现象。
[Abstract]:The negative deviation is the psychological illusion that the audience produces when facing the diversified network information, and tends to overestimate the negative information, underestimate the positive information, and in the tourism market, This phenomenon will reduce the positive communication effect of tourism city image. The article takes the "Qingdao Shrimp" event in 2015 as a case study, through the structural measurement of social media influence and the measurement of fan behavior. A comprehensive comparison of the role of social media location and the ability to guide public opinion on the Internet provides a strategic direction for tourist cities to weaken negative biases. The role of position in the interaction of social media relations is different from the result of their ability to guide public opinion on the Internet: firstly, the difference between government and folk. In the interaction of social media relations, the local official organization is at the center, and the self-media is on the edge; However, in terms of the influence of guiding public opinion, the local self-media ranked first, the local official organization ranked third, followed by the difference between local and different places. In the interaction of social media, the local media was close to the central position, but the influence of guiding public opinion was at the same time, As can be seen, folk and local social media have relatively stronger influence in guiding public opinion, and social media play a positive role in negative bias guidance through causal attribution in relationship interaction. Tourism cities need to pay attention to the use of social media combinations to enhance the reliability of information sources on their own social media platforms; at the same time, they are good at using the media (bridges) to guide public opinion, pay attention to the solution of problems in negative information, and finally form a communication force. Reduce negative bias.
【作者单位】：天津财经大学商学院;天津中医药大学管理学院;
【基金】：国家社会科学基金项目“区域旅游目的地社交媒体营销中负面偏差引导机制研究”(16BGL120)资助~~
【分类号】：F592;G206

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