制约网络广告发展的主要因素及对策研究

制约网络广告发展的因素主要是网络广告的法制化管理力度不大;因特网技术条件及网络广告制作的局限;缺乏系统评估标准和方法;网上广告受众群体结构不合理。网络广告的发展应改善政策与法律环境,加快我国网络技术的发展;运用新技术,制作有吸引力和表现力的广告吸引媒体受众;培养高素质网络广告制作人员;建立和完善网络广告监测与管理模式。     

网络课程教学中的在线英语阅读课堂建设——以广东农工商职业技术学院网络英语阅读课堂为例

通过对大学英语阅读课堂教学模式的分析,发现了传统课堂教学模式的缺失,不论是教学策略、教材,还是学生参与课堂活动的程度都对学生英语阅读能力的发展有一定的影响。以广东农工商职业技术学院英语阅读课堂为例,提出建立与传统教学模式相互补的新型教学模式———以网络为基础的在线英语阅读教学模式,将课堂教学与网络教学有机结合以提高学生英语阅读能力,并获得良好的教学效果。     

What are guests scared of? Crime-related hotel experiences and fear of crime

ABSTRACT

This study aims to explore the typology of hotel crime and how it is related to guests’ fear of crime based on a cause-and-consequence model. A total of 873 TripAdvisor reviews were content-analyzed to develop a typology of hotel crime. High-class hotels experienced more theft, fraud, and burglary while low-class hotels encountered more prostitution and drug-related activities. Hotel guests generated a higher fear of crime when crime occurred inside guest rooms, especially in cases of burglary, theft, or fraud. Reviews mentioning crimes were perceived to be more helpful. Managerial implications and best practices of crime prevention are provided for hotel practitioners.     

Examining the influencing factors of intention to share accommodations in online hospitality exchange networks

ABSTRACT

CouchSurfing is a free social-network-based online hospitality exchange network, aptly representing a new sharing economy phenomenon. Based on social capital theory and previous literature, this study attempts to answer why hosts help strangers without any expected economic benefit within online hospitality exchange networks. An empirical study based on a Web survey conducted with CouchSurfing hosts reveals that the most identified antecedents (enjoy helping, shared narratives, desire to make friends, and reciprocity) are significantly related to hosts’ intention to share accommodations. Interestingly, the overshadowing effect of trust in CouchSurfing on the intention to share accommodations is also found.     

Applying the counseling-learning approach to a tourism-related massive open online course

ABSTRACT

This study discusses how to apply counseling-learning (CL) principles to a particular e-learning solution for teaching a tourism-related subject via a massive open online course (MOOC). Several effective caring patterns in achieving learning-related goals and being part of a community according to the CL principles are presented and discussed using the MOOC “eTourism: Communication Perspectives” as a case study. The study underlines how the MOOC platform can act as a place for contents enjoinment and active learning. Moreover, the active role of social media for increasing the engagement of learners in the proposed activities and for developing a sense of the community is identified. In particular, Facebook and Twitter can act as places for community building and informal social interactions among learners that last beyond the completion of the course, which in turn can be a valid aid for continuing the relationships among instructors/learners and learners/learners, and for reaching new ones.     

国外网络旅游信息搜寻研究进展与启示

文章通过对国外近15年来相关文献的分析,发现国外关于网络旅游信息搜寻的研究起步较早,研究视角较宽泛,理论研究与方法应用较为成熟。研究重点主要集中在网络旅游信息需求与搜寻动机、搜寻内容偏好、搜寻行为特征、搜寻者特性和网络旅游信息源等5个方面。研究方法上,注重定性与定量方法的有机结合,并借助先进的网络软件和技术,研究结论更具科学性和说服力。最后,基于国外研究现状,展望未来研究方向,以期为国内相关研究与实践提供借鉴。     

Analyzing online reviews in hospitality: data-driven opportunities for predicting the sharing of negative emotional content

Hospitality is one of the sectors that are nowadays most heavily characterized by consumers’ tendency to share online reviews on dedicated digital platforms. While most past work has focused on understanding the effect of online reviews and ratings on consumers’ evaluation and purchase decisions, this research tackles the issue of what drives the sharing of certain types of online content. Specifically, we investigate the sharing of user-generated content characterized by negative emotional valence, and study the effect of two factors on the extent to which user-generated content contains negative emotions. One such factor is reviewer's expertise, while the other is hotel quality. Our analysis of 1200 TripAdvisor reviews on Italian hotels located in three major Italian cities confirm our hypothesis that expert reviewers might share reviews containing less intense negative emotional content compared to less expert reviewers especially when the hotel is of high quality. To support our hypothesis, we build on the research on psychological antecedents of word-of-mouth behaviour suggesting that expert consumers are particularly reluctant to share negative word-of-mouth to avoid projecting a negative image of themselves in social contexts, thus possibly damaging their reputation.     

Factors influencing customer engagement with branded content in the social network sites of integrated resorts

The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.     

基于可视化技术的农产品防伪溯源监控系统设计

随着中国农产品物流规模不断壮大,农产品物流系统无法从源头保证产品采摘、包装、物流中的可信性。为了解决这个问题,提出一种现场作业可视化系统,即将可视化技术应用于农产品防伪溯源监控系统中,从而满足远程管理的需求。对相关可视化技术的一般方法进行了分析,选择COFDM作为主要解决方案。农产品防伪溯源监控系统有效克服了复杂环境下的各类干扰,将物流中的实时监控信息传送到中继通信和监控设备上,并依托公用通信网络或专用通信网络进一步实现广域范围内的实时高质量监控图像传输、存储和浏览。通过实时现场视频监控,消费者可以保证买到真实可信的高质量农产品;生产者可以提高农产品的生产、运输效率,还可以提升相应产品的信誉,促进高质量农产品的销售。     

基于非线性效应的第三方支付平台兼容性研究

本文在设定网络外部性效用为符合梅特卡夫法则的非线性函数条件下,构建双寡头支付平台兼容和不兼容两种情况下的优化模型,探讨双寡头支付平台的兼容性策略选择问题。研究发现,规模对称的双寡头支付平台兼容之后,两家支付平台的利润、消费者效用及社会福利均会增加;银联成立后中国工商银行的银行卡业务利润得以提升也验证了模型结果。建议政府借鉴银联的成功经验,使银联在线成为各支付平台的聚合型平台,提高第三方支付清算系统的效率。