国外旅游网络口碑研究进展述评:2004～2011

A Review of Electronic Word of Mouth in Foreign Tourism Research: From 2004 To 2011

本文基于拉斯韦尔"五W"模式,对近年国外学术期刊和论文集中发表的旅游网络口碑方面的研究文献进行了系统梳理。这一领域已成为国外学界关注的热点,研究内容主要集中于网络口碑信息发布者的特征及其动机、口碑传播内容偏好、口碑受众的特征及其接受动机、口碑传播渠道和传播效果等方面。研究方法上强调定性和定量分析相结合,注重案例研究和网络实证研究。

An analysis of foreign relevant literature from 2004 to 2011 reveals the research on electronic word-of-mouth is becoming a hot topic. The frame of review is based on ＂5W＂ model from Lasswell. Previous studies mainly focus on the following five aspects： providers and motivations, information content preference, seekers and motivations, channels and effects. In terms of study methods, the organic combination of qualitative and quantitative methods is emphasized, especially case study and empirical study.