家庭旅馆博客营销特征对顾客品牌态度的影响研究-旅游管理专业论文.docxVIP

浙江大学硕士学位论文 浙江大学硕士学位论文 家庭旅馆博客营销特征对顾客品牌态度的影响研究 ABSTRACT BB first came to being in China in 1990s initially aiming at solving the tourists’accommodation problem in holiday tourism．However，owing to the incomplete supporting facilities and policies，BB has been neglected for a long time． In recent years，thanks to the prosperity of self-help tourism and the advent of Beijing 2008 Olympic Games，BB again draws great public attention． The characteristics of BB，i．e．small scale and scattered distribution，make it difficult for BB operators to adopt appropriate marketing place to deliver the promotion information to target customers，while the demanding customers cannot get access to the BB information．In the era of W曲2．0．the appearance ofblog provides BB operators a big chance to seRle the distressing problem，for any operator can display their individualized BB information on their blogs to customers and moreover Can deliver service via online interaction with customers．The study work of blog marketing，either in theory or in practice，is still at the exploratory stage．As a result．most of the BB operators haven’t achieved magnificent effect through blog marketing．Therefore，it is a necessary and essential problem for BB to settle：how to help BB attract target customers via their blog marketing，how to build BB brand asset and establish the brand personality and how to effectively grasp the critical factors ofBB blog marketing． The thesis takes the conceptual model consisting ofwebsite quality for reference from on—line marketing research findings，and according to the specific characteristics of blog，tries to integrate the theories of virtual community marketing，on—line WOM communication，brand attitude and brand personality．Through case study and interview，the preliminary research model was constructed and some hypotheses were posited as well as the questionnaire was designed．Then，the author chose the potential customers of BB as sample and utilizes the online forum，chatting tool Q