發(fā)布時(shí)間：2018-04-25 12:08

  本文選題：旅游目的地 + 公共營銷��； 參考：《武漢大學(xué)》2014年博士論文

【摘要】：互聯(lián)網(wǎng)技術(shù)的發(fā)展驅(qū)動(dòng)著人類文明形態(tài)的演進(jìn)和社會(huì)秩序的重構(gòu)。社交網(wǎng)絡(luò)是Web2.0時(shí)代的產(chǎn)物,已在全球普及應(yīng)用。社交網(wǎng)絡(luò)以用戶生成內(nèi)容、互動(dòng)分享為基本特質(zhì),用技術(shù)的手段將真實(shí)的社會(huì)網(wǎng)絡(luò)嵌入互聯(lián)網(wǎng)世界,改變了用戶間信息、情感、資源交流方式和價(jià)值創(chuàng)造、傳遞的方式,使社交網(wǎng)絡(luò)情境下市場(chǎng)供需角色發(fā)生了轉(zhuǎn)移,促使?fàn)I銷范式產(chǎn)生變革。在旅游消費(fèi)活動(dòng)中,社交網(wǎng)絡(luò)是旅游目的地信息傳播的重要平臺(tái)和途徑,改變著旅游者的行為習(xí)慣,已經(jīng)成為旅游市場(chǎng)營銷研究和實(shí)踐的重要環(huán)境因素。當(dāng)前國際旅游市場(chǎng)中,旅游業(yè)的競(jìng)爭(zhēng)已經(jīng)由企業(yè)間的競(jìng)爭(zhēng)轉(zhuǎn)變?yōu)槁糜文康牡氐恼w競(jìng)爭(zhēng),社交網(wǎng)絡(luò)為旅游目的地整體性營銷帶來了新的機(jī)遇和挑戰(zhàn),對(duì)旅游目的地的綜合發(fā)展有著積極的作用。 國外學(xué)者在旅游目的地營銷研究中初步形成跨學(xué)科、多層次、綜合性較強(qiáng)的研究成果,但整體上獨(dú)立的理論體系遠(yuǎn)未完善。我國旅游目的地營銷研究起步較晚,討論目的地營銷的主體、政府與市場(chǎng)關(guān)系、政府的行為選擇的文獻(xiàn)較多,對(duì)如何構(gòu)建具有整合力、兼容性和整體性的目的地營銷模式、如何協(xié)同各個(gè)利益相關(guān)者的營銷力量、如何在互聯(lián)網(wǎng)實(shí)現(xiàn)旅游目的地的整體營銷等問題還有許多理論空白。旅游目的地消費(fèi)決策理論、傳播效果理論和公共營銷理論為上述理論研究提供了良好的借鑒與啟示。 旅游目的地是公共營銷實(shí)踐和發(fā)展的重要領(lǐng)域,實(shí)施公共營銷是目的地公共組織的管理職能,有助于形成旅游企業(yè)微觀營銷的有益補(bǔ)充,有力保障了目的地整體性營銷效果,構(gòu)建一個(gè)整合目的地營銷力量的戰(zhàn)略框架。結(jié)合公共營銷理論啟示和旅游目的地公共營銷生成機(jī)理,社交網(wǎng)絡(luò)平臺(tái)上的旅游目的地公共營銷戰(zhàn)略架構(gòu)既包括營銷主體、營銷客體和目標(biāo)市場(chǎng)三大基本要素體系,也包括社交網(wǎng)絡(luò)和旅游體驗(yàn)兩大拓展要素。傳播是社交網(wǎng)絡(luò)情境下實(shí)施旅游目的地公共營銷的著力點(diǎn)。旅游目的地社交網(wǎng)絡(luò)傳播模式的基本要素與大眾傳播相比已經(jīng)開始演化,出現(xiàn)傳播主體、傳播客體、傳播媒介融合,傳播內(nèi)容自主貢獻(xiàn)等趨勢(shì),因此其傳播模式也不同于大眾傳播模式,具有更加突出的融合、互動(dòng)特征。兩相結(jié)合,旅游目的地公共營銷與社交網(wǎng)絡(luò)傳播效果具有統(tǒng)和關(guān)系：社交網(wǎng)絡(luò)是目的地公共營銷的新環(huán)境,目的地公共營銷是社交網(wǎng)絡(luò)傳播效果追求的價(jià)值引導(dǎo)；傳播效果是旅游目的地公共營銷在社交網(wǎng)絡(luò)情境下實(shí)施的戰(zhàn)略基點(diǎn)。 以新浪微博為數(shù)據(jù)采集平臺(tái),以韓國江原道、新加坡為旅游目的地典型案例,本文采集相關(guān)微博信息作為研究文本,通過扎根理論研究,提煉出旅游目的地社交網(wǎng)絡(luò)傳播效果的理論模型,并進(jìn)一步通過文獻(xiàn)回顧界定了相關(guān)變量,設(shè)計(jì)問卷,收集數(shù)據(jù),利用信、效度檢驗(yàn)和結(jié)構(gòu)方程模型對(duì)理論模型及研究假設(shè)進(jìn)行了驗(yàn)證,并分析討論檢驗(yàn)結(jié)果。上述質(zhì)性研究和實(shí)證檢驗(yàn)得出結(jié)論：旅游目的地社交網(wǎng)絡(luò)傳播效果最終通過潛在旅游者對(duì)目的地的態(tài)度(認(rèn)知、情感、意向)的形成或改變表現(xiàn)出來。潛在旅游者對(duì)目的地的態(tài)度受到社交網(wǎng)絡(luò)傳播信息內(nèi)容(信息豐富度、信息可信度)、信息特性(趣味性、分享性、針對(duì)性)和信息功能(告知功能、激勵(lì)功能)三個(gè)變量子集的影響。實(shí)證檢驗(yàn)結(jié)果顯示,各影響變量對(duì)目的地態(tài)度三個(gè)成分的影響作用各不相同,啟示著目的地公共營銷主體在社交網(wǎng)絡(luò)傳播中需要關(guān)注目的地認(rèn)知、情感、意向三個(gè)層面?zhèn)鞑バЧ娘@現(xiàn)。 以旅游目的地公共營銷為價(jià)值引領(lǐng),以內(nèi)容聚合為主要研究思路,旅游目的地社交網(wǎng)絡(luò)傳播效果提升主要從傳播主體、傳播內(nèi)容、傳播路徑三個(gè)方面入手。在旅游目的地公共營銷戰(zhàn)略架構(gòu)中,營銷主體子系統(tǒng)、客體子系統(tǒng)和目標(biāo)市場(chǎng)子系統(tǒng)在社交網(wǎng)絡(luò)傳播中融合共生,以政府為代表的公共組織在其中發(fā)揮著統(tǒng)領(lǐng)、協(xié)調(diào)、引導(dǎo)的職能。
[Abstract]:The development of Internet technology drives the evolution of human civilization and the reconstruction of the social order. The social network is the product of the Web2.0 era. It has been widely used in the world. The social network uses the user to generate the content, the interactive sharing is the basic characteristic, the real social network is embedded in the Internet world by the means of technology, and the information between the users is changed. Emotion, the way of exchange of resources and the way of value creation and transmission make the role of market supply and demand transfer in social network situation, and promote the change of marketing paradigm. In tourism consumption activities, social network is an important platform and way of information dissemination of tourist destination, changing the behavior habits of tourists and has become a tourist market camp. In the current international tourism market, the competition of tourism has changed from competition among enterprises to the overall competition of tourist destinations. Social networks bring new opportunities and challenges to the overall marketing of tourist destinations, and have a positive effect on the comprehensive development of tourist destinations.
In the study of tourism destination marketing, foreign scholars have initially formed interdisciplinary, multi-level and comprehensive research results, but the overall independent theoretical system is far from perfect. The research on tourism destination marketing in China started late, discussing the main body of destination marketing, the relationship between government and the market, and the government's behavior selection, and how to do it There are many theoretical gaps in the construction of a destination marketing model with integration, compatibility and integrity, how to cooperate with the marketing power of various stakeholders and how to realize the overall marketing of tourism destination on the Internet. It provides a good reference and inspiration.
Tourism destination is an important field of public marketing practice and development. The implementation of public marketing is the management function of the public organization of the destination, which helps to form a beneficial supplement to the micro marketing of the tourism enterprises, effectively guarantees the overall marketing effect of the destination, and constructs a strategic framework to integrate the marketing force of the destination. The public marketing mechanism of enlightenment and tourism destination, the public marketing strategic framework of tourist destination on social network platform not only includes three basic elements of marketing subject, marketing object and target market, but also two major elements of social network and tourism experience. Communication is the public tourism destination public The basic elements of the communication mode of the social network of tourist destinations have begun to evolve compared with the mass communication. There is a trend of the main body of communication, the object of communication, the fusion of media and the independent contribution of the content. Therefore, the mode of communication is also different from the mass communication mode, which has a more prominent integration and interactive characteristics. In combination, the effect of public marketing and social network communication in tourist destinations has a unified and relationship: social network is a new environment for public marketing in destination, and the public marketing of destination is the value guide of the pursuit of social network communication effect, and the effect of communication is the strategic basis for the implementation of public marketing in the social network situation of tourist destination.
Taking Sina and micro-blog as the data collection platform, taking Gangwon and Singapore as a typical tourist destination, this paper collects the relevant micro-blog information as the research text, and abstracts the theoretical model of the communication effect of the social network of tourist destination through the study of the root theory, and defines the relevant variables and designs the questionnaire through the literature review. Collect data, verify the theoretical model and research hypothesis using letter, validity test and structural equation model, and analyze and discuss the test results. The above qualitative and empirical tests conclude that the communication effect of the social network of tourist destination is finally formed by the attitude (cognition, emotion, intention) of potential tourists to the destination. The change is shown. The attitude of the potential tourist to the destination is influenced by the three variables of the social network communication information content (information richness, information credibility), information characteristics (interest, sharing, pertinence) and information function (informing function, incentive function). The empirical test results show that the influence variables are three to the destination attitude. The effects of the components are different, and it suggests that the public marketing subjects in the destination need to pay attention to the three aspects of the communication effect of destination cognition, emotion and intention.
Taking the tourism destination public marketing as the value guide and the content aggregation as the main research idea, the promotion effect of the social network of tourist destination is mainly from three aspects: the main body of communication, the content of communication and the path of communication. In the strategic framework of the tourist destination public marketing, the main subsystem, the object subsystem and the target market subsystem of the tourism destination are in the public marketing strategy. The system integrates and symbiosis in the dissemination of social networks, and the public organizations represented by the government play the leading, coordinating and guiding functions.

【學(xué)位授予單位】：武漢大學(xué)
【學(xué)位級(jí)別】：博士
【學(xué)位授予年份】：2014
【分類號(hào)】：G206;F592

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