基于社交媒体关系互动的旅游城市形象负面偏差引导策略——以“青岛天价虾”事件为例

Social Media Strategies to Reduce Negativity Bias towards a Tourist City:A Case Study of Qingdao Pricey Prawn

负面偏差是受众面对多元化网络信息时所产生的心理错觉,往往倾向高估负向信息,低估正向信息,在旅游市场,这种现象会降低旅游城市形象的正面传播效果。文章以2015年的"青岛天价虾"事件为研究案例,通过社交媒体影响力的结构性测量和粉丝行为测量,综合比较社交媒体位置角色和网络舆论引导能力,从而为旅游城市提供削弱负面偏差的策略方向。研究表明,社交媒体关系互动中的位置角色与其网络舆论引导能力结果存在差异:首先是官方与民间的差异。在社交媒体关系互动中,本地官方机构处于中心,自媒体位于边缘;但引导舆论影响力方面,本地自媒体排第一,本地官方机构排第三。其次是本地与异地的差异。在社交媒体关系互动中,本地媒体接近中心位置;但引导舆论影响力方面,异地媒体排序靠前。可以看出,民间和本地社交媒体引导舆论影响力相对更强,通过关系互动中的因果归因,社交媒体对负面偏差引导发挥了积极作用。因此,旅游城市需要注意对社交媒体组合运用,在自身社交媒体平台上提升信源可靠性;同时善于借助中介(桥)的舆论引导能力,注重负面信息中问题的解决,最终形成传播合力,削弱负面偏差现象。

Negativity bias is the psychological impression that an audience has when facing diversified internet information. The audience tends to give greater significance to negative information, while underestimating the proportion of positive information. In the tourism market, this phenomenon will reduce tourists＇ positive image of the city they visit. Related research shows that negativity bias is due to differences in causal attribution for positive versus negative information, such that positive information tends to be attributed to internal factors （vs. external factors） more often than negative information. With the rapid development of social media, relationship factors have become increasingly important in the process of information dissemination. Therefore, from the perspective of interaction in a social media relationship, how to weaken the impact of negativity bias on the image of tourism in the spread of a city is a practical problem of city brand image management in the social media era, which is also a key question in this paper. Drawing from the existing literature and using Qingdao Pricey Prawn as an example, this article searches for an objective and rational voice regarding this case through analysis of social media relationship interaction, using internet crawler technology, followed by use of an artificial screening method. This article also conducts structural measurement of social media influence and measurement of fan behaviors using both social network analysis and index building methods, separately. It then compares the role of social media location and the guiding ability of internet public opinion so as to provide strategy directions for weakening negativity bias of tourist cities. The results show that there are differences between the influence on and role played by social media in forming or combatting audience negativity bias. The first difference exists between official media and We-media. In social media interactions, local official institutions are in center position, whereas forms of local We-media are peripheral; however, in terms of influence in guiding public opinion, local We-media ranks first, while local official institutions are in the third place. The second difference exists between local and nonlocal media. Local media agencies are in the center during the process of social media interaction whereas nonlocal media agencies take the lead in terms of having greater influence in guiding public opinion. Therefore, tourist cities should integrate the use of various forms of social media. Here are the points that should be paid more attention： First, improving the credibility of the sources of information used in their own media. In similar internet experiencing unexpected events, the departments responsible for such events should release information in a way that ensures the timeliness, openness, transparency and accuracy of the event information, which can lay a good foundation to the successful diffusion of later information and the formation of a rational atmosphere regarding public opinion. Second, they should take advantage of the public opinion guiding ability of other agencies so as to spread to the broader population, and ultimately form dissemination efforts and weaken the negative deviation phenomenon. Finally, closer attention should be paid to how to solve the problem of negative information so that negativity bias may be eliminated and positive images may be promoted to form a positive cycle, which also is the premise of guiding negative deviation.