社会化媒体影响旅游消费者行为的调查研究
发布时间：2018-09-14 14:05
【摘要】：当社会化媒体赋予了每个人创造内容的能力时，旅游消费者的行为习惯也潜移默化的被这个新型的媒介改变着。这种转变不止是旅游消费者对旅游产品重新认识，，还会直接影响旅游企业未来的发展战略或营销对策。笔者在查阅了大量文献后，发现学术界对于旅游消费者行为在社会化媒体领域的研究甚少，鉴于这个基础，决定以此为切入点着手。在本研究中，笔者采取调查问卷和分析案例的方式，以旅游消费者作为研究对象，在旅游消费者行为学理论的基础上，总结社会化媒体改变旅游消费者的行为表现及其影响因素，包括从消费者旅游前产生旅游动机和制定旅游计划到旅游过程中，最后到旅游后反馈。最后笔者将研究结果与案例相结合，有针对性的提出几点旅游企业可参考借鉴的应用和策略，例如旅游企业如何利用微博维护网络口碑，如何创造在线旅游社区的内容以吸引消费者和制定社会化媒体与移动媒体的完美结合营销策略，希望本研究的结论能粗略总结出社会化媒体平台上旅游消费者的行为规律，为旅游企业利用社会化媒体营销口碑和产品提供理论支持。
[Abstract]:As social media gives everyone the ability to create content, the behavior habits of tourist consumers are being altered by this new medium. This change is not only a new understanding of tourism products by tourism consumers, but also a direct impact on the future development strategy or marketing strategies of tourism enterprises. After consulting a large number of literature, the author finds that the academic research on tourism consumer behavior in the field of social media is very few, in view of this basis, decided to take this as the starting point. In this study, the author takes the method of questionnaire and case analysis, takes the tourist consumer as the research object, based on the theory of tourism consumer behavior. This paper summarizes the behavior of social media to change the behavior of tourism consumers and its influencing factors, including the development of tourism motivation before travel and the making of tourism plans to the process of tourism, and finally to the feedback after tourism. In the end, the author combines the research results with cases, and puts forward some suggestions for tourism enterprises to use for reference, such as how to use Weibo to maintain Internet word-of-mouth. How to create the content of online tourism community to attract consumers and formulate a perfect combination of social media and mobile media marketing strategy, I hope the conclusion of this study can roughly sum up the behavior of tourism consumers on the social media platform. For tourism enterprises to use social media marketing reputation and products to provide theoretical support.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F592;F224
本文编号：2242923
[Abstract]:As social media gives everyone the ability to create content, the behavior habits of tourist consumers are being altered by this new medium. This change is not only a new understanding of tourism products by tourism consumers, but also a direct impact on the future development strategy or marketing strategies of tourism enterprises. After consulting a large number of literature, the author finds that the academic research on tourism consumer behavior in the field of social media is very few, in view of this basis, decided to take this as the starting point. In this study, the author takes the method of questionnaire and case analysis, takes the tourist consumer as the research object, based on the theory of tourism consumer behavior. This paper summarizes the behavior of social media to change the behavior of tourism consumers and its influencing factors, including the development of tourism motivation before travel and the making of tourism plans to the process of tourism, and finally to the feedback after tourism. In the end, the author combines the research results with cases, and puts forward some suggestions for tourism enterprises to use for reference, such as how to use Weibo to maintain Internet word-of-mouth. How to create the content of online tourism community to attract consumers and formulate a perfect combination of social media and mobile media marketing strategy, I hope the conclusion of this study can roughly sum up the behavior of tourism consumers on the social media platform. For tourism enterprises to use social media marketing reputation and products to provide theoretical support.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;F592;F224
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本文编号：2242923
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