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随着互联网的迅速发展,旅游网络口碑越来越受到旅游者的关注。此本研究以江西婺源景区的网络口碑特征为研究对象,以旅游者在进行购买决策的过程中通过浏览关于江西婺源景区的旅游产品为前提,采用线上问卷调查来进行调研,运用SPSS19.0对网络口碑特征进行相关性分析和回归分析。研究结果表明,网络口碑接受者的网络涉入,网络口碑信息的数量、真实程度和可用性以及正面语言,网络口碑传播者的专业度和受关注程度对旅游者购买决策产生了显著的正向影响。针对上述研究结论,最后为在线旅游企业、线下旅行社和旅游者提供相应的建议。
With the rapid development of the Internet, the reputation of the travel network has drawn more and more tourists’ attention. In this study, the characteristics of online word-of-mouth of Wuyuan Scenic Spot in Jiangxi Province are taken as the research object. Based on the tourism products in Wuyuan Scenic Spot of Jiangxi Province, tourists are surveyed using the online survey in the process of making purchase decision. SPSS19.0 On the Internet word of mouth characteristics of correlation analysis and regression analysis. The result shows that the network involvement, the quantity, the authenticity and the availability of the internet word-of-mouth information, the professionalism and the degree of attention of the internet word-of-mouth communicators have a significant positive impact on the purchase decision of the tourists . According to the conclusions of the above research, finally provide suggestions for online travel enterprises, offline travel agencies and tourists.