“众乐乐”:旅游虚拟社区“结伴旅行”之质性研究

Grounded Theory of Non-standardized Groups Travel

以往对互联网与旅游相结合的研究多集中在旅游信息交换方面,本文将探讨在互联网平台上寻找"游伴"的现象。采用扎根理论(grounded theory),文章搜集和分析了一个"讨论串"和12个半结构式访谈。研究发现,虚拟社区结伴旅行是互联网普及和自助精神共同作用下产生的一种自助旅行方式。旅游者通过控制旅伴的数量和质量,规定旅伴间的权责关系,力图在孤独的背包客和团队旅游中找寻一条中间道路,以"小圈子"把这条中间道路确定和保持下来,他们的旅游体验最终结合团队旅游和背包客的优点,实现了优化。文章最后讨论了研究限制和未来研究方向。

In the past, studies on the integration of internet and tourism were mostly concentrated on the exchange of tourist information. The paper tries to discuss the phenomenon of looking for ＂tourist companions＂ on the platform of internet. By using ＂grounded theory＂, 12 members were chosen and interviewed. The study finds that travel in company through virual community is a kind of independent travel resulting from the popularization of intemet and self-aid spirit. The tourists decide the relationship between rights and obligation by controlling both the number and quality. They try to find a middle road from solitary backkeepers and group tours. In the end, their tourist experiences help realize optimization by absorbing the advantages of both backkeepers and group tours. Finally study restriction and future study orientation are discussed.