网络舆情危机影响下的旅游地形象感知及行为意向研究——以海南国际旅游岛为例

Studies on the Perception of the Tourism Destination Image and Its Behavioral Intentions under the Impact of Network Public Opinion Crisis——A Case Study of Hainan International Tourism lsland

了解游客对旅游网络舆情危机影响下的旅游地形象感知和旅游行为意向的变化,有助于提高旅游舆情危机预防、应对管理和事后恢复的针对性和有效性。文章以海南为例,运用文献研究、描述性统计分析、因子分析、聚类分析、均值分析方法进行研究,结果发现:1.旅游地形象感知和行为意向包括舆情危机的直接影响、舆情危机的间接影响、舆情危机的价格感知影响和舆情危机的行为意向影响四个公因子。2.游客可分为敏感型游客、中立型游客和宽容型游客三类,不同类型游客对旅游网络舆情危机影响的感知有显著差异。3.多数的游客特征对其形象感知和行为意向的影响不大,仅前往海南旅游频率、家庭生命周期、职业和教育程度等变量对游客群体间旅游地形象感知和行为意向差异有较大影响。

An acquaintance of visitors' changes in their perception of tourism destination images and their behavioral intentions is conducive to improving the pertinence and effectiveness in the prevention,response management and follow-up restoration of tourism network opinion crisis. With Hainan Province as an example,a study is conducted by using the literature survey,the descriptive statistical analysis,the factor analysis,the cluster analysis,the mean value analysis and some other methods. As shown in the study,firstly,the perception of the tourism destination image and its tourism behavioral intentions,which include the direct impact,the indirect impact,the price perception impact and the behavioral intention impact of the tourism network opinion crisis,can affect the four common factors; secondly,as tourists can fall into three types such as sensitive tourists,neutral tourists and permissive tourists,there are significant differences among tourists of diverse types in their respective perception of the impact of the tourism network opinion crisis; thirdly,most tourists' characteristics have no significant influence on their perception of tourism destination images and their behavioral intentions; while some variables such as the frequency of tours to Hainan,their family life cycle,their occupation and educational background among various tourist groups have more significant effects on their respective perception of tourism destination images and their behavioral intentions.