基于SMCC理论的旅游网络舆情危机传播机理分析——以上海迪士尼乐园禁带饮食被告事件为例

An Analysis of the Communication Mechanism of Tourism Network Public Opinion Crisis Based on SMCC Theory:A Case Study of the Food Ban in Shanghai Disneyland

近年来,旅游地舆情危机多在微博等社交媒体平台形成舆论风波。本文基于SMCC理论,以“上海迪士尼乐园禁带饮食被告事件”引发的网络舆情危机为研究对象,采用社会网络分析方法探究旅游网络舆情危机在社交媒体时代的传播机理。研究发现,由“口碑”构成的舆论场域为舆情危机提供了基本动力来源,上海迪士尼乐园存在危机应对策略不当的问题,在主流媒体设置的议程下,有影响力的社交媒体内容创造者与公众形成舆论合意空间,使得此次上海迪士尼乐园网络舆情危机愈演愈烈,将上海迪士尼乐园送上舆论的风口浪尖。

In recent years,public opinion crises regarding tourist destinations have generated public opinion storms on social media platforms such as microblogs.Based on the SMCC theory,this paper takes the online public opinion crisis caused by the food defendants banned from Shanghai Disneyland as the research object and uses the social network analysis method to explore the transmission mechanism of tourism online public opinion crisis in the era of social media.This study enriches the existing communication theories of the public opinion crisis as regards tourist destinations,and provides lessons for the management and control of a tourism network public opinion crisis.The study finds that the public opinion field,composed of“word-of-mouth”,provides the basic power source for a public opinion crisis.Indeed,the improper crisis response strategy of Shanghai Disneyland,and the consensus space formed by influential social media content creators and the public under the mainstream media agenda setting,made the online public opinion crisis concerning Shanghai Disneyland increasingly fierce and sent the destination to the center of public opinion.