博客写作、游客满意与游客忠诚关系探究

Study on Relationship Among Blog Writing,Tourist Satisfaction and Tourist Loyalty

通过分析张家界和崀山旅游博主博客文本获得基础性数据,运用文本分析和相关分析方法,实证检验了博客写作、游客满意和游客忠诚之间的关系。研究发现:博客写作是游客情绪表达的重要途径,是游客满意和游客忠诚的重要表示;博客文本中的理性评价频次与情感表达程度成正相关关系;博客文本中的正负面口碑间接反映游客总体满意度和忠诚度;提高服务质量、搭建有效的表达和沟通平台、建立高效的游客投诉应诉机制,是降低潜在负面网络口碑、提升游客满意和忠诚的根本办法。

Tourists bloggers who have ever traveled to Zhangjiajie and Lang Mountain are surveyed to get basic data, and conent a- nalysis and correlation analysis methods are used to test the structural relationships, and the result shows that travel blog writing is one of the most important expression of tourists emotion and one of the most important marker of tourist satis- faction and tourist loyalty; the frequency and degree of rational evaluation and emotional expression in the blog text are positively correlated; the positive and negative word - of - mouth in the blog reflect the tourists satisfaction indirectly; improving the service quality, establishing the effective communication platform, and formulating efficient tourist complain response mechanism are the fundamental methods to reduce the potential negative word - of - mouth and improve tourist satisfaction and tourist loyalty.