A Study on Social Media Electronic Word of Mouth(ewom),Emoti

发布时间：2025-07-21 18:56

　　随着社交网络的持续发展,其在日常生活中的使用也日益增多;因此,人们愈发依赖这些途径来获取信息。旅游业中也出现了这种交流趋势:大部人游客依靠目的地相关的网络口碑营销以决定是否去该地旅游,尤其某些以情动人的网络口碑营销更能促使他们做决定。深入了解网络口碑营销,并理解哪些方面为游客的情感所系,可能对旅游经理们更好地管理景点有益。因此,本研究着眼于探寻网络口碑营销中各要素对旅游决策的影响:细节的丰富程度、作者的旅游体验、简单友好的写作风格、与作者的情感共鸣以及写手网络口碑营销的数量对旅游决策和所含情感的影响。研究结果表明上述中的三个概念联系紧密:其中网络口碑营销对情感和旅游决策有正面影响,而情感对旅游决策也会产生积极影响。描述性分析发现,更多的样本量符合一点—即这些因素与情感价值关系紧密;但进一步的分析表明,它们对游客情感的确切影响并不明显。此外,研究还揭示了细节的丰富程度和与作者的情感共鸣对旅游决策将产生重要影响。

【文章页数】：87 页

【学位级别】：硕士

【文章目录】：
摘要
Abstract
Chapter One-Introduction
    1.1 Research Background
        1.1.1 Social Media in Tourism
        1.1.2 Tourist Decision Making
    1.2 Research Question and Objectives
    1.3 Significance of the study
        1.3.1 Theoretical significance
        1.3.2 Practical Significance
    1.4 Research Path and flowchart
Chapter Two-Literature Review
    2.1 Social Media and Electronic Words of Mouth
        2.1.1 The Definition of Social Media
        2.1.2 The Definition of Electronic Words of Mouth
        2.1.3 Social Media and Electronic Words of Mouth in Travel Industry
    2.2 Tourist Decision Making
        2.2.1 The Definition of Tourist Decision Making
        2.2.2 Electronic Words of Mouth and Tourist Decision Making
    2.3 Emotion
        2.3.1 The Definition of Emotion
        2.3.2 Electronic Words of Mouth and Tourist Emotion
        2.3.3.Tourist Emotion and Tourist Decision Making
    2.4 Research Model and Hypothesis
Chapter Three-Research Methodology
    3.1 Research design
    3.2 Principles of data collection
        3.2.1 Questionnaire design
        3.2.2 Variable measurements
        3.2.3 Pilot Test
        3.2.4 Sample and Procedure
Chapter Four-Research Findings and Analysis
    4.1 Introduction
    4.2 Univariate Analysis
        4.2.1 Sample Demographic Profile
        4.2.2 Sample Travel Characteristics
        4.2.3 Variables descriptive statistics
    4.3 Bivariate Analysis
        4.3.1 Validity and reliability test
        4.3.2 Principal component analysis
        4.3.3 Pearson's correlation analysis
        4.3.4 Regression analysis
    4.4 Hypothesis Testing
Chapter Five-Conclusion
    5.1 Contribution of the study
    5.2 Academic implications
    5.3 Practical implications
    5.4 Limitation and future research
Reference
Appendix



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