在线评论对青岛国际啤酒节游客参与意愿的影响研究

The Influence of Online Comments on Tourists’ Willingness to Participate in Qingdao International Beer Festival

互联网时代背景下,在线评论对消费者行为的影响日益增强。以青岛国际啤酒节为例,构建在线评论对青岛国际啤酒节游客参与意愿影响的模型,并运用结构方程模型进行实证研究。研究结果表明:评论者的资信度、在线评论的质量和卷入度对游客参与意愿具有显著的正向相关关系,而在线评论的效价对游客参与意向影响不显著。可以通过邀请达人参加节事活动,提高评论者的资信度;搭建高效在线评论系统,提高评论质量;扩大宣传途径,提高游客对活动的卷入度等方式增强青岛国际啤酒节游客参与意愿。

Under the background of the Internet era, online comments have an increasing impact on consumer behavior. Taking Qingdao International Beer Festival as an example, this paper constructs a model of the impact of online comments on the willingness of tourists to participate in Qingdao International Beer Festival, and makes an empirical study by using structural equation model. The results show that the credibility of commentators, the quality and involvement of online comments have a significant positive correlation with tourists’ participation intention, while the influence of online comments has no significant impact on tourists’ participation intention. To enhance the willingness of tourists to participate in the Qingdao International Beer Festival, we can invite experts to participate in the festival activities to improve the credibility of commentators, build an efficient online comment system to improve the quality of comments, and expand publicity channels to improve tourists’ involvement in the activities.