网络口碑对游客旅游决策的影响研究

游客之间的口碑传播对其他游客旅游决策有巨大的影响力,随着互联网的发展,网络口碑逐渐成为影响游客旅游决策的重要因素.论文通过感知价值作为中间变量考察旅游网络口碑对于游客旅游决策的影响,建立概念模型并展开实证研究,在舟山普陀山旅游景点进行了抽样调查并应用结构方程来分析处理数据.结论显示,旅游网络口碑质量与可信度对游客感知价值有显著的促进作用;旅游网络口碑信息相关性、全面性、及时性均与游客感知价值存在显著的正相关关系;旅游网络口碑信息的吸引力对旅游网络口碑感知价值的影响较为显著;游客对网络口碑的感知价值与旅游意愿显著正相关.在此基础上给旅游企业提出了一些有用的建议.

Study of the Impact of Online Reputation on Tourists' Decision-Making

The widespread reputation between tourists has a huge influence on other tourists’ decision-making,with the development of the Internet,and online reputation increasingly becomes an important factor to influence tourists’ decision-making.The paper considers the perceived value as an intermediate variable, builds a conceptual model to carry out the empirical research,utilizes the structural equation and analyses and process the data basing on a sample survey on Zhoushan Putuo Mountain attractions,hoping to check the impact of online reputation on the tourists’ decision-making.Results show the quality and credibility of online reputation has a significant role in promoting the visitors’ perceived value;the correlation,comprehensiveness and timeliness of tourism online reputation information have a significant positive correlation with the tourists’ perceived value;the influence of tourism online reputation information on the perceived value is more significant;the perceived value of visitors on online reputation has a significant positive correlation with the touring reluctance.On this basis,the paper proposes some useful conclusions and recommendations to the tourism enterprises.