网络负面舆情对旅游目的地的作用机理研究——以海南省为例

Research on the mechanism of the Negative network public opinion influencing tourism destination——Taking Hainan as an example

网络负面新闻对旅游目的地的形象造成严重的损害,并直接影响到当地旅游经济的健康发展。网络负面舆情对旅游目的地的影响有其自身的作用形成机理。从相关利益群体视角,研究发现旅游市场监管不力而游客过高期望、网络媒体的扩大效应与审丑心态、网民规模庞大且理性不足、涉及者刻意回避等共同造成旅游网络负面舆情的急速传播。要挽回网络负面舆情的不良影响,应加强旅游市场监管、建立网络舆情预警机制、有效组织危机公关、呼吁网民理性参与、建议媒体报道适度,以恢复游客对旅游目的地的信心。

The negative network public opinions cause the serious damageto the reputationof the tourism destination,and influence the development of tourism industry directly.The negative network public opinions havetheir own mechanismsof influencing the tourism destination.From the perspectives of relatedinterest groups,,this articlefound out that the wide spreading of the negative network public opinionson tourismresulted from the ineffective market supervision and the tourist＇s high expectation,the network media＇s expansion effect and patheticaesthetic mentality,the net-user＇s large scale and irrationality,the relative groups＇intended avoidance etc.Thus,in order to redeem the negative influence and recover the tourist＇s confidence for tourism destination,it＇s necessary to strength the market supervision,establish the warning mechanism for network public opinion,carry out the crisis management effectively,call for the net-users＇rational participation and the media＇s reasonable report.