基于扎根理论的旅游虚拟社区分享帖功能研究

Research on Sharing Post's Function of Tourism Virtual Community Based on Grounded Theory

旅游虚拟社区的迅速发展对旅游者影响日益显著,帖子是旅游虚拟社区用户进行各种活动的主要途径。本文以旅游虚拟社区分享帖为研究对象,采用扎根理论和Atlas.ti软件对分享帖的回复帖进行逐级编码分析,得出对于不同浏览者,分享帖功能是不同的。功能主要包括以下6个方面:引发评价,分享信息,引起遐想或回忆,刺激旅行渴望,交流和修正印象。

With the rapid development of tourism virtual community, the influence of tourism virtual community on tourists becomes more apparent. This paper carries out research on sharing post of tourism virtual community. Carrying out analysis on reply post of sharing post through grounded theory and Atlas.ti software by gradual code. Research manifests that the function of sharing post is different as to various browsers. There are six main functions of sharing post： raising evaluation, sharing information, arousing daydream or reminiscence, stimulating travel desire, interchange, amending impression.