| 网络口碑对游客旅游目的地选择的影响研究 |
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| 引用本文： | 赖胜强,唐雪梅,朱敏.网络口碑对游客旅游目的地选择的影响研究[J].管理评论,2011(6). |
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| 作者姓名： | 赖胜强 唐雪梅 朱敏 |
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| 作者单位： | 重庆理工大学工商管理学院;西南政法大学管理学院;西南财经大学工商管理学院; |
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| 基金项目： | 国家自然科学基金项目(70771092) |
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| 摘 要： | 本文从网络口碑的视角研究社区留言对游客旅游目的地选择的影响,以浙江省2007年的各大旅游景区全年接待人数的数据和国内两个旅游网站上的网络口碑信息为样本,运用多元回归法研究了网络口碑数量、口碑态度和口碑质量与旅游景区接待数量之间的关系。研究结果表明,网络评论、旅游博客的数量以及图片数量等与景区接待量具有显著的正相关关系,而评论评分和评论的质量等与景区接待量的正向关系不显著。
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| 关 键 词： | 旅游目的地 网络口碑 旅游行为 口碑 |
A Study of the EWOM Influence on Tourist Destination Choice |
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| Lai Shengqiang,Tang Xuemei,Zhu min.A Study of the EWOM Influence on Tourist Destination Choice[J].Management Review,2011(6). |
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| Authors: | Lai Shengqiang Tang Xuemei Zhu min |
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| Institution: | Lai Shengqiang1,Tang Xuemei2,Zhu min3(1.School of Economics and Management,Chongqing University of Technology,Chongqing 400000,2.School of Management,Southwest University of Political Science and Law,Chongqing 401120,3.School of Economics and Management,South-west University of Finance and Economics,Chengdu 610000) |
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| Abstract: | From the EWOM perspective,this paper empirically studies how the community message influences tourists' choice of destination.We collect the whole 2007 received population data of each major scenic spots in Zhejiang Province and EWOM information in two domestic websites,and use the multiple regressions to study the relationship between three dimensions: volume,quality,attitude of EWOM and the received population.The research concludes that the volume of the online reviews,the traveling Blog and pictures on ... |
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| Keywords: | tourist destination EWOM tourist behavior word of mouth |
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