旅游危机事件网络舆情的演化机理研究

Research on the Evolution Mechanism of Tourism Crisis Network Opinion

探索旅游危机事件网络舆情演化机理有利于政府、企业等管控主体根据网络舆情在不同发展阶段的特点,采取针对性措施避免舆情向不利的方向发展恶化。基于湖南凤凰古城收费事件,从舆情演化的阶段划分、阶段分析和影响因素3个方面,研究旅游危机事件网络舆情的演化机理。研究发现,根据事件事态和网络关注的变化,网络舆情演化分成孕育、出现、爆发、高潮、回落、反复和长尾7个阶段。社会心态、事件效应、官方言行、媒体行为、网民行为、外部刺激、舆情应对是影响旅游危机事件网络舆情演化的主要因素,对舆情演化起到推动或遏阻的作用。根据研究结论,提出重视网络民意、做好舆情监测、规范信息发布和完善政务微博4个方面的网络舆情管理策略。

Exploring the evolution mechanism of tourism crisis network opinion is benefit for the network opinion management body such as government and enterprise to take appropriate measures to avoid that network opinion deteriorates in the unfavorable direction according to network opinion＇s characteristics in different stages of development.Based on charge policy of phoenix ancient city in Hunan,this paper researches on the evolution mechanism of tourism crisis network opinion from three aspects of network opinion evolution＇s stage division,stage analysis,and influencing factors.The study finds： according to the change of event development and network concern,the evolution of network opinion can be divided into 7 stages including gestation,appearance,outbreak,climax,fall,r epeated and long tail.Factors which influence evolution of network opinion include social mentality,event effect,the official words and deeds,media interviews and reports,Internet users＇ behavior,external stimulus,and response to network opinion.These factors play a boost or counter effect for evolution of network opinion.According to research conclusions,it puts forward four aspects of network opinion management strategies including emphasizing on network public opinion,monitoring network opinion,regularizing information dissemination,and improving government micro-blog.