摘要
随着个体活动向互联网转移的持续加深,线下人群逐渐在线上聚集形成旅游者知识学习、信息获取与利益分享的在线平台——旅游虚拟社区,并显现出相应的社会网络特征。该文以马蜂窝网作为研究对象,运用Ucinet分析软件建立旅游虚拟社区成员互动关系网络,通过网络规模、密度、中心性等指标测度发现,旅游虚拟社区的发展演化主要基于弱关系联结,其社区网络呈现出明显的分散状态。但随着成员间交流与信任的逐步加强,旅游虚拟社区出现与现实社区相似的整体分散、局部紧密的结构特征,旅游信息流动路径所反映的核心群体产生、意见领袖增加与更替、网络参与二元化等都呈现出与现实社区相似的演变轨迹,虚拟社区在一定程度上成为现实社区在互联网上的"映射",并表现出积极融入现实社区中。
As the individual activities continue to deepen the transfer of the Internet,offline people gradually gather in the tourism virtual community to form an online platform for tourist knowledge learning,information acquisition and benefit sharing,and the corresponding social network characteristics are revealed.In this paper,the Mafengwo website is taken as the research object,and Ucinet analysis tools are used to establish a network of interactive members of tourism virtual communities.Through the measurement of network scale,density,and centrality,it is found that the evolution of tourism virtual communities is mainly based on the weak ties and the community network is in a decentralized state.However,with the gradual strengthening of exchanges and trust among members,tourism virtual community has emerged similarly to the real community as an overall decentralized and locally close structure feature.And the emergence of core groups,the increase and replacement of opinion leaders,and the dualization of network participation,reflected by the travel information flow path,all show similar evolutionary trajectories to the real community.To a certain extent,the virtual community has become a"mapping"of the real community on the Internet,and has shown an active integration of the real community.
作者
文彤
邱佳佳
WEN Tong;QIU Jia-jia(School of Management,Jinan University,Guangzhou 510632,China)
出处
《地理与地理信息科学》
CSCD
北大核心
2018年第6期119-126,共8页
Geography and Geo-Information Science
基金
国家社科基金项目(17BGL124)
广东省自然科学基金项目(2016A030313818)
国家旅游局万名旅游英才项目(WMYC20171095)
广东省普通高校人文社会科学重点研究基地暨南大学企业发展研究所项目
关键词
旅游虚拟社区
社会网络分析
结构演化
马蜂窝
tourism virtual community
social network analysis
dynamic evolution
Mafengwo website
