社交媒体平台旅游者生成内容的影响因素研究

在Web 2.0时代,社交媒体平台旅游者生成内容日益成为公众关注的重点,其对旅游者行程规划及企业的发展意义重大。但是,旅游者生成内容在现实发展过程中出现了优质旅游者生成内容不足及旅游者生成内容质量急速下降等问题。文章采用扎根理论质性研究方法,以热爱社交媒体的青年群体为研究对象,探索社交媒体平台旅游者生成内容的影响因素及作用路径。在此基础上,构建“环境”“平台”“个体动机”的理论模型,并从这三方面提出激发旅游者生成内容动机及行为的建议。

A Study on the Influencing Factors of Tourist Generated Content in Social Media Platform

In the era of Web 2.0,the content generated by tourist in the social media platform has increasingly become the focus of the public attention,which is of great significance for tourist itinerary planning and enterprise development.However,in the process of the development,some problems have emerged,such as declining in both quantity and quality of the content.This research explores the influencing factors and the action path of the tourist content generated in the social media platform by the grounded theory qualitative research method,taking the youth who love social media as the research object.On this basis,the theoretical model of“environment”,“platform”and“individual motivation”is constructed.Further suggestions has been given on stimulating motivation and the behavior of tourist generated content from the above three aspects.