摘要
旅游网络抱怨事件频频发生,如何应对游客的网络抱怨,是旅游业面临的新课题。本文以北川地震遗址博物馆由于收费上涨而引起大量消费者在微博、论坛、网站抱怨这一现象为研究对象,探讨旅游网络抱怨意愿的影响因素及行为。通过网络和现场发放问卷,获得有效问卷304份。利用相关分析和回归分析发现:一是消费者在网络上容易表达不满,抱怨意愿较强;二是抱怨目的、态度和不满归因中的捐款经历、景区公益性特征影响网络抱怨意愿,涨价、主观规范、感知行为控制、网络渠道的有效性与丧失自我意识优势对网络抱怨意愿无显著影响;三是网络个体抱怨归因与网络群体抱怨归因对抱怨意愿存在显著差异,尤其是网络群体互动下,形成极高的群体团结意识,放大了抱怨意愿。旅游网络抱怨研究对增强网络环境下旅游风险的控制能力提供了理论依据。
In recent years, mass complaints on Internet occurs frequently due to overcharging customers in Sanya,tickets event in Phoenix Ancient Town, ticket price rising in Beichuan Earthquake Ruins, some of which have become focus events for news media and society, even blemished the image of tourist destinations. High attention has been paid to such complaint in academia and industry. So how to deal with tourists＇ complaint on Internet has be- come a new subject that tourism industry must face with. However, there is little research work about group complaint on Internet of tourism consumers. According to the current research findings, all of them are about individual complaint in the Internet environment, and group com- plaint in the interactive Internet environment hasn＇ t been involved. This paper chooses and applies typical cases about group complaint on Internet to study a large number of tour- ists＇ complaint on Internet （Microblog, Forum, and Website） about rising in price for entering Beichuan Earth- quake Ruins Museum. To improve the ability to control the traveling risk in the Internet environment, this paper compares differences of discontent and desire to complain that individuals and group show in prices rising event and explores factors that affect complaint on Internet. This paper also explains the reason why tourists＇ complaint occurs frequently and its amplification mechanism. 304 valid questionnaires are collected online and offline. By adopting the method of Correlation and Regression Analysis, it comes to following conclusions：Firstly, consumers are more willing to show their discontent and have a stronger desire to complain on Internet. Secondly, complaining purpose, attitude towards complaint and the attribu- tion of discontent have influence on the desire to complain on Internet. Explanation is the most thing they seek for through complaining , followed by the attitude towards complaining on Internet. Doubt and incomprehension are the from the event of ＂ price rising storm＂ th
出处
《经济管理》
CSSCI
北大核心
2016年第5期132-142,共11页
Business and Management Journal ( BMJ )
基金
四川大学中央高校基本科研业务费研究专项项目"自然灾害后旅游价格促销策略的反应研究"(skqy201101)
山西哲学社会科学规划课题"五台山景区游客感知
满意度与信息需求研究"(晋规办字[2015]3号)
关键词
旅游网络抱怨
影响因素
差异
黑色旅游景区
tourists ＇ online complaint
determinants
differences
dark tourist attractions
