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| 旅游地网络口碑对消费行为的影响及营销对策 | |
| 引用本文： | 柴海燕. 旅游地网络口碑对消费行为的影响及营销对策[J]. 中国地质大学学报(社会科学版), 2009, 9(6) |
| 作者姓名： | 柴海燕 |
| 作者单位： | 中国地质大学熟济管理学院,湖北,武汉,430074 |
| 基金项目： | 教育部人文社科青年基金，中国地质大学(武汉)校优秀青年基金 |
| 摘 要： | 口碑是对旅游者购买行为影响最大的信息来源之一.网络口碑作为一种以计算机为媒介、传播范围更大、匿名的数字化口碑.为旅游者提供了大量来自其他旅游者的真实旅游体验.旅游地网络口碑的数量、类型及旅游产品体验的特性影响着潜在旅游者的购前评价,进而影响其消费行为.旅游目的地应展开针对性的营销策略.影响网络口碑. |
| 关 键 词： | 网络口碑 购前评估 消费行为 |
Effects of Internet Word-of-mouth of Destination on Consumer Behavior and Marketing Strategy |
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| CHAI Hai-yan. Effects of Internet Word-of-mouth of Destination on Consumer Behavior and Marketing Strategy[J]. Journal of China University of Geosciences(Social Sciences Edition), 2009, 9(6) | |
| Authors: | CHAI Hai-yan |
| Affiliation: | CHAI Hai-yan(School of Economics , Management,China University of Geosciences,Wuhan 430074,China) |
| Abstract: | Internet word-of-mouth(IWOM) is one of the most influential information sources.With the development of Internet,IWOM presents more and more consumer-oriented travel information due to its character of being computer-mediated,anonymous and more influential.This paper proposes that IWOM number and type and tourists' professional knowledge influence tourists' pre-purchasing evaluation to goods and services and further influence their consumer behavior.Furthermore,the paper explores how tourism businesses can ... |
| Keywords: | Internet word-of-mouth pre-purchasing evaluation consumer behavior |
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