热带地理Issue(4)：489-495,7.
基于网络口碑的旅游目的地形象感知--以厦门市为例
Tourist Destination Image Perception Based on Internet Word-of-Mouth:A Case Study of Xiamen
摘要
Abstract
Relying on computer technology, internet word-of-mouth has become an effective way influencing tourists to select their destination, more and more tourists use internet word-of-mouth to acquire or transfer tourism information, and internet word-of-mouth (IWOM) has now become a new way to research tourist destination image perception. This paper collected the cases of IWOM of Xiamen tourism, made text and attribute analyses, and arranged and classified the contents of the analyses with the method of Analytic Hierarchy Process (AHP) to get the weights of the related factors that affected Xiamen’s tourism image perception, and then to draw a Tourism image profile of Xiamen. The research results showed that the total image perception factors in IWOM were obvious, the overall satisfaction degree, satisfaction degree on scenic spots and foods had higher proportion in the factors of destination image perception. It is considered that using IWOM to build the tourism destination image would have many advantages, such as better timeliness, broader coverage, more convenience, longer storage time, and greater effectiveness, the research on IWOM of tourist destination image perception would help local governments and travel agencies to adjust timely their policies and management, and help the tourism operators to regulate their business strategy and improve service quality.关键词
网络口碑/旅游目的地/形象感知/厦门Key words
internet word-of-mouth/tourist destination/image perception/Xiamen分类
管理科学引用本文复制引用
朱翠兰,侯志强..基于网络口碑的旅游目的地形象感知--以厦门市为例[J].热带地理,2013,(4):489-495,7.基金项目
教育部人文社会科学研究青年基金项目 （）
