旅游目的地形象感知对网络口碑的影响——以桂林为例

The Impact of Tourism Destination Image Perception on Internet Reputation——Taking Guilin as an Example

以桂林为对象,通过在新浪微博上跟踪调查在线发表评论的游客,从旅游目的地形象感知的角度探讨网络口碑的驱动因素。研究发现,旅游目的地形象对于游客满意和口碑有着显著的影响,其中基础设施和服务对网络口碑的影响最强烈,其影响程度超过桂林旅游的核心属性"自然风光"。本研究确认了旅游目的地形象对网络口碑的影响作用,指出旅游目的地形象建设不可忽视非核心属性。

This study investigates the driving factors of online reputation from the perspective of image perception through a follow-up survey on the visitors who gave comments on Sina micro-blog. The findings suggest that the image of tourism destinations has a significant impact on visitor satisfaction and their reputation,and that infrastructure and services have the strongest impact,which overwhelm natural scenery,the core attribute of Guilin. This study confirms the influence of the destination image on its online reputation,and points out that the non-core attribute cannot be neglected in the construction of tourism destination image.