社会化媒体情景下游客信息搜寻行为的影响研究

Research on the influence of tourists’ information-seeking behavior in the context of social media

社会化媒体机制下的旅游业发展迅速,针对社会化媒体情境下游客信息搜寻行为展开调查,能够有效提高游客的搜寻体验,促进旅游网站的改进。文章通过问卷调查和数据分析,探讨了平台质量、搜寻成本、感知收益、感知风险、搜寻能力对社会化媒体情景下游客信息搜寻行为的影响。研究发现:在社会化媒体情景下,平台质量、搜寻能力、感知收益、感知风险与游客的信息搜寻行为存在正相关的关系,搜寻成本与游客信息搜寻行为无显著相关关系,并据此对旅游网站和旅游机构提出相关建议。

Tourism develops rapidly under the mechanism of social media.The investigation of tourists’ information searching behavior in the context of social media can effectively improve tourists’ searching experience and promote the improvement of tourism websites.Through questionnaire survey and data analysis, this paper discusses the influence of platform quality, search cost, perceived benefit, perceived risk and search ability on tourists’ information searching behavior in the context of social media.It is found that in the context of social media, platform quality, searching ability, perceived revenue and perceived risk are positively correlated with tourists’ information searching behavior, while search cost has no significant correlation with tourists’ information searching behavior.And put forward relevant suggestions to travel websites and institutions accordingly.