摘要
深入了解旅游者利用微信朋友圈分享行为的影响因素,可以有效提升旅游网络口碑营销效果。通过向旅游者发放问卷获取数据,运用统计学、结构方程等方法进行分析,发现个人因素、微信朋友圈平台以及旅游目的地满意度、产品独特性、经济激励等其他外在因素是激发旅游者分享意愿的重要因素;获得型面子意识对利己因素和分享意愿之间具有正向调节作用,对其他外在因素和分享意愿之间的关系具有负向调节作用。根据研究结论,结合旅游发展的实际情况,提出了以"圈"为基,合理建设微信营销平台;以"境"为辅,为旅游者营造分享环境;以"己"为上,激发旅游者的利己分享;以"他"为主,关注旅游者的利他分享等营销建议。
Understanding the sharing behavior on WeChat Moments by tourists will help to improve the online word-of-mouth marketing effect of tourism websites.This paper collects the data through questionnaire survey on tourists and analyzes using statistic methods and structural equation.The study finding shows that important factors encouraging the tourists to share include personal factor,WeChat Moments platform,satisfaction of travel destination,unique tourism products and economic incentives.The acquired face consciousness has a positive regulating effect on the relationship between sel-finterested factors and the willingness to share.However,it has a negative regulating effect on the relationship between external factors and the willingness to share.Based on the study finding and actual situations of tourism development,this paper proposes to create a WeChat marketing platform on WeChat Moments and a sharing environment for tourists.In addition,it also proposes to bring an incentive mechanism to encourage tourists to share their experience and focus on marketing advice after the sharing of tourists.
作者
郭峦
张艳娥
Guo Luan;Zhang Yan’e
出处
《创新》
2020年第6期53-62,共10页
Innovation
基金
教育部人文社会科学研究规划基金项目“基于外部嵌入的西部乡村旅游质效提升路径研究”(19YJA790020)
广西哲学社会科学规划项目“广西旅游景区的新媒体营销策略研究”(15DGL003)
广西发展战略研究院青鸟培育项目资助(GFZY20190302)。
关键词
旅游者
微信朋友圈
分享行为
影响因素
tourists
WeChat Moments
sharing behavior
influencing factor
