游客网络口碑传播动因实证研究——以赴大连游客为例

Empirical research on tourists' motivation of online word-of-mouth communication:take tourists to Dalian as an example

通过相关文献综述,对网络口碑传播的动因进行梳理,提出网络口碑传播动因模型和基本假设,通过对赴大连游客的问卷调查,利用SPSS和LISREL统计软件进行模型检验。结果表明:游客满意度、旅游体验、利己主义、网络涉入是影响游客网络口碑传播的主要动因。

Based on relevant literature review, the motivations of online word-of-mouth communication are concluded. Furthermore some hypothesis are deduced and a basle model is constructed. Taking tourists to Dalian as the investigation object,the paper uses a questionnaire survey method to collect data,and check the model by SPSS and LISREL. The results show that：satisfaction,tourist experience,egoism and internet involvement are the key motivations to drive tourists to communicate positive word of mouth online.