国内外旅游网络口碑研究述评

A Review of Research on Domestic and Overseas Electronic Word-of-Mouth in Hospitality and Tourism

近年来,网络技术迅速发展,社会化媒体日益增多,各类用户生成内容涌现,网络口碑作为其中之一,受到消费者和企业的普遍关注。基于网络口碑在各种具体领域的实践,相关的研究日益增多,鉴于此视角,以旅游行业为切入点,对国内外相关的研究文献进行综合检索,通过对旅游网络口碑信息、发送与搜寻动机、影响力因素、作用与管理等内容的梳理,并从研究视角、研究方法与研究内容等方面出发,对国内外研究展开对比分析,以期国内可以借鉴国外并获得启发。最后,对未来研究进行展望。

In recent years,as the further development of network technology and information science,the number of social media is increasing,and user generated content is emerging.Electronic word-of-mouth which is one of the types has attracted many con-sumers and enterprises.In this view,this paper retrieves related literature at home and abroad synthetically with travel industry as the breakthrough point.Through the carding of the content in ewom information、motivation of sending and seeking、influen-cing factor and management application and the analysis of the research methods、perspectives and content comparatively,we can draw lessons from foreign and be inspired.In the end,the future research is prospected.