摘要
作为旅游网络信息传播的重要场所,旅游虚拟社区这一社交网络对旅游者具有很强的导引作用。文章使用社会网络分析(SNA)中的密度分析、中心性分析、社群图分析、弱连接分析,通过案例研究发现,成熟的旅游同步虚拟社区的网络连接密度达到0.151;虚拟社区存在意见领袖,这些成员主导着社区旅游信息的沟通交流;现实社区小团体的相对封闭现象在旅游同步虚拟社区中不存在,旅游者除在小团体内部交流外,还共同组成一个大的和谐社区。同时研究认为,只需要能够影响少数核心人员的旅游决策,就能够对大多数旅游者产生影响。在社区中需要激励机制,培养有经验的旅游者,鼓励信息共享。
With the growing availability and popularity of virtual tourist communities,tourists are better able to relate their experiences,look for tour partners,and share tourism information in a free manner,which reflects the surprising combined power that tourists possess.This allows us to examine how tourists communicate with one another through the forum of a virtual tourist community.The authors chose an active virtual tourist community for a case study.Three distinct sets of research hypotheses formed the basis of our literature review： H1,the density of synchronous communication within a virtual tourist community is higher than in the general virtual community;H2,minority members hold the leading（core） position in the relationship network of community members;H3,in the synchronous virtual tourist community,the inside connections of a small group are much closer than outside.This study used density,centrality,community figure,and ＂weak-link＂ tests to analyze these hypotheses.The results demonstrated that the density of online connections in the synchronous virtual tourist community was 0.151,which was higher than in the general virtual community;the network centralization index was 2.76%,which indicated strong interaction among the members.The members of the whole virtual community were divided into eight small groups.However,no results showed that density within the small groups was greater than that among the groups.This means that both H1 and H2 were supported,but not H3.Thus,the results of this study suggest the following.（1） There are leaders inside the virtual tourist community,just as with a traditional community,in which there is a whole social group.However,the position of leader within the virtual tourist community depends on their active involvement and contribution.（2） Interpersonal communication among virtual tourist community members is frequent and is not confined to their own small group.The small closed group that exists in a traditional community is almost nonexistent in a virtual
出处
《旅游学刊》
CSSCI
2013年第2期119-126,共8页
Tourism Tribune
基金
国家自然科学基金(41001077)
中国博士后科学基金(2012T50794和2011M501442)
陕西师范大学研究生培养创新基金(2012CXS015)联合资助~~
