虚拟社区评论对旅游目的地形象影响因素分析-an analysis of the influence factors of virtual community comments on tourism destination image.docxVIP

华中科技 大学硕士学位论 华 中 科 技 大 学 硕 士 学 位 论 文 II II Abstract With the growing and mature of tourism industry, its competition is becoming increasingly intensified. Image of tourism destination is an important concept in the field of tourism marketing. And the comparison between tourism cities competition, to a great extent, is competition of citys image. Existing domestic studies of tourist destination image are more about measurement and influencing factors. But the research from perspective of virtual community and in combination with Web 2.0 is not much. There are more researches focused on the function, consumers’ purchase and community member’s behavior than the content and impact of evaluation. On the basis of literature analysis, this study discussed the impact elements of virtual community comments on destination image. This study classified internal effect, virtual community factors and user factors separately carries on the discussion. Then build a hypothesis model, collected data and carried on descriptive statistical analysis, factor analysis, reliability and validity test, hypothesis model test. Eventually got the final model, and put forward policy suggestions and research prospects. The results obtained that first, cognitive image plays a significant role in the emotional image effects, so as the cognitive image and emotional image to the overall image. Second, in addition to the timing of comments, the remaining factors on cognitive image have positive significant impact. Third, only comment content and advice searching have positive significant impact, the rest of the various factors influence is not significant. At last, usefulness of virtual community web site could improve tourists’ sites dependency, the strengthen the cognitive image, and improve the overall image of the destination. Keywords: Virtual Community; Community Comments; Tourism Destination Image III III 目录 摘要I Abstract II 1 绪论 1 1.1 研究背景、目的及意义 1 1.2 研究方法、思路和论文结构 3 1.3 研究重点、难点及创新性 5 2