丽江旅游危机网络舆情研究

Research on the Network Opinion of Lijiang Tourism Crisis

在旅游业对口碑传播依赖度日益提升的背景下,2017年初短时间内丽江负面舆情高频出现影响了丽江政府部门的公信力,严重损害丽江国际旅游城市的形象。为了挽回网络负面舆情的不良影响,恢复游客对丽江的信心,提出需要强化旅游市场监督力度,维护旅游市场秩序,完善新闻发言人制度,建立网络舆情预警机制,负面舆情应对及时公关,呼吁网民保持冷静理性,保持政府与媒体良性沟通,提高社会管理水平,建设服务型政府,加强个体修养,教化民众淳民风等对策。

In the context of tourism industry becoming increasingly dependent upon network communica-tion ,there was too much negative public opinions on the internet at the begnning of 2017 , which conduc-ted bad influence on the credibility and reputation in Lijiang （a n international tourism ci ty）. In order to minimize negative impact on the internet and restore the confidence of visitors , it is necessary to strengthen supervision and management of tourism market and improve spokesman-ship institution and public opinion pre-waming system. In the face of the negative issue , the government should keep in contact with the media and the public immediately , appealing netizens to stay calm and reason. The active communication between government and media, the enhancement of social management and the setup of service-oriented government are conducive to strengthen the personal cultivation and civilize the mass.