摘要
口碑是对旅游者购买行为影响最大的信息来源之一。网络口碑作为一种以计算机为媒介、传播范围更大、匿名的数字化口碑,为旅游者提供了大量来自其他旅游者的真实旅游体验。旅游地网络口碑的数量、类型及旅游产品体验的特性影响着潜在旅游者的购前评价,进而影响其消费行为。旅游目的地应展开针对性的营销策略,影响网络口碑。
Internet word-of-mouth （IWOM） is one of the most influential information sources. With the development of Internet, IWOM presents more and more consumer-oriented travel information due to its character of being computer-mediated, anonymous and more influential. This paper proposes that IWOM number and type and tourists＇ professional knowledge influence tourists＇ pre-purchasing evaluation to goods and services and further influence their consumer behavior. Furthermore, the paper explores how tourism businesses can develop the corresponding marketing and make the good influence on IWOM.
出处
《中国地质大学学报（社会科学版）》
CSSCI
北大核心
2009年第6期104-107,共4页
Journal of China University of Geosciences(Social Sciences Edition)
基金
教育部人文社科青年基金(07JC630002)
中国地质大学(武汉)校优秀青年基金(CUGQNW0811)
关键词
网络口碑
购前评估
消费行为
Internet word-of-mouth
pre-purchasing evaluation
consumer behavior
