摘要
基于新浪微博,选取热点事件,采用社会网络分析法对旅游景点的微博负面口碑传播进行研究。研究结果表明:在旅游景点微博负面口碑传播的6个阶段,原文作者均处于传播网络的中心位置,其他用户的转发行为使传播扩大;"意见领袖"和其他用户之间的交互大大强化了负面口碑的影响力;旅游景点微博负面口碑的传播对公众的出行意愿会形成巨大的负面影响。根据实证研究的结果提出对应措施,为旅游景点管理网络负面口碑提供启示。
Based on Sina micro-blog, this paper took Qingdao＇s tremendously overpriced shrimps event as example and used Social Network Analysis etc. to analyze the communication of tourism destination＇s negative word-of-mouth. Results show., a. In all six phases of communication, the original author is at the center of the communication network and the forwarding actions of other users make it spread to a greater scale; b. The interaction between opinion leaders and other users makes the impact of negative WoM more profound; c. The communication of tourism destination＇s negative WoM brought negative impact on the willingness to travel of the public. Corresponding measures are proposed to help tourism destinations to handle micro-blog crisis like this.
作者
孙莉艳
袁勤俭
SUN Liyan YUAN Qinjian(School of Information Management, Nanjing University, Nanjing 210046,China)
出处
《旅游论坛》
2016年第5期78-85,共8页
Tourism Forum
基金
国家旅游局规划项目"我国旅游机构微博形象及其提升策略研究"(14TACK005)
关键词
旅游景点
微博口碑
网络口碑
负面口碑
口碑传播
tourism destination
micro-blog word-of-mouth
internet word-of-mouth
negative word-of-mouth
communication of word-of-mouth
