社交媒体对旅游营销的影响研究进展与启示

The Research Progress and Enlightenment of Social Media's Influence on Tourism Marketing

近年来国内兴起社交媒体应用潮流,社交媒体对旅游营销的影响引起了不少学者的关注,现有研究主要涉及五个方面,即如何通过社交媒体了解旅游者行为意图、加强互动沟通、实现精准营销、扩大口碑营销和发挥名人效应。当前较多相关研究来源于传播学等其他学科,而旅游学界对此研究较少,尤其缺乏实证研究,显露了当前旅游营销理论研究滞后于实践发展的不足。

The application of social media becomes popular in China recently. The impact of social media on tourism marketing has attracted attention of many scholars. To present the research progress on this area and to review the related literature in the past five years, this paper groups the researches into five aspects： those of understanding tourist behavior intention, those of strengthening interactive communication, those of realizing precise marketing, those of expanding word-of-mouth marketing and those of celebrity effect. The paper also finds that most of the related studies originate from the discipline of media studies and other disciplines while the studies from tourist discipline are few. The lack of empirical studies indicates that the present theoretical research lags behind that of practice, which makes necessary the future research in the direction.