网络视域下突发事件对旅游目的地形象的影响过程研究

突发事件直接影响旅游目的地形象,关系到目的地的可持续发展。基于网络视域,从旅游者感知角度,建立突发事件影响目的地形象的过程模型。根据突发事件网络传播的效应——信息爆炸效应和舆论聚合效应,将模型分解为对目的地形象的强化过程和反馈过程。突发事件的网络传播会加速目的地形象感知的过程并深化目的地形象感知的内容,从而强化对目的地形象的感知,反馈过程导致目的地形象的调整。分析表明,网络视域下突发事件对目的地形象的影响更加显著。最后总结网络信息时代目的地遭遇突发事件时维护自身形象的策略。

Study on Impacting Process of Emergency on Tourism Destination Image Based on Network Perspective

Emergency directly affects the images and sustainable development of tourism destination.Based on network perspective and tourists' perception,a model is set up to analyze the impacting process of emergency on destination image.According to the effect of emergency network propagation,namely,the information explosion effect and the public opinion aggregation effect,this model is decomposed to consolidation process and feedback process to tourism destination image.The network propagation of emergency can accelerate the process of perceiving tourism destination image and deepen the contents of perception,and thus intensify the perception.In addition,the feedback can lead to the adjustment of tourism destination image.Analysis on the model shows that emergency can bring a more remarkable effect to tourism destination image under network perspective.At last,countermeasures are proposed to maintain and protect destination image when emergency occurs under the background of network communication.