强关系网络移动社交平台旅游分享行为研究——基于微信与QQ用户的资料分析

在移动社交媒体时代,旅游分享已成为当下旅游者的行为偏好,越来越多的旅游者选择微信、QQ这类强关系移动社交平台进行分享。国内学界对移动社交平台旅游分享行为的研究随之日增,但少有文章从理论上系统地揭示旅游分享行为的过程与动因。文章采用扎根理论研究方法,构建反映强关系网络移动社交平台的旅游分享动态过程理论模型。将旅游分享行为动态过程划分为分享前因、分享实现与分享结果3个阶段,总结每个阶段的行为特征、表现方式及阶段之间的演替规律,并探讨这类旅游分享行为的特点与动因。研究发现,在旅游分享动机上,强关系移动社交平台强调情感联结与互动,从而旅游者受到与个体相关动机的影响更为显著;分享内容上,平台的强关系特性与熟人社交促使旅游者尽量避免分享负面信息;分享结果上,强关系移动社交平台的旅游分享能调节旅游者行中、行后的体验水平,并形成兼具网络时空拓展性与熟人圈规模局限性的口碑传播。

Research on Tourism Sharing Behavior of Strong-tie Network Mobile Social Platform--Data Analysis Based on Wechat and QQ Users

In conjunction with socioeconomic development,tourism has become an aspect of many people’s lifestyles,and sharing tourism experiences is a growth area.The sharing of experiences is an important means of communicating emotions and maintaining social contact:in that way,people are able to achieve happiness and a sense of belonging.Following the rapid development of mobile Internet use and social media,young people in China are keen to share their tourism experiences through social platforms,such as WeChat and QQ,both during a trip and afterward.This kind of sharing has become an important means of spreading tourism information,and it significantly affects the decisions of potential tourists.Sharing tourism experiences through social platforms has become a frequent and important phenomenon;however,research into this topic is scant.Hitherto,studies have focused on sharing tourism experiences in weak-tie networks(such as virtual tourism communities and tourism Web sites)and their impact on potential tourists,tourism destinations,and enterprises.Few investigations have examined sharing tourism experiences through strong-tie social platforms,which allow tourists to share their experiences both during a trip and afterward;even fewer studies have dealt with the reflexive influence of sharing behavior on the tourism experience.Accordingly,the present research uses grounded theory to comprehensively examine sharing behavior in tourism through social platforms;it constructs a theoretical model that encompasses the dynamic process of such sharing behavior.This study divides that dynamic process into three stages:sharing antecedents,sharing realization,and sharing results.This paper summarizes the behavior characteristics,expression modes,and succession rules of each stage,and it discusses the characteristics and motivations of sharing behavior in tourism.It was found that regarding motivation in tourism sharing,a strong social platform emphasized emotional connections and interactions;in that way,tourists are significantly affected by self-centered motivations.In terms of sharing content,a strong-tie social platform encouraged tourists to avoid sharing negative information as much as possible.With respect to sharing results,a strong social platform was able to enhance the tourist experience both during and after a trip.Sharing tourism experiences on social platforms exerts a major impact on both tourism destinations and enterprises.The findings of this paper should be beneficial for the operation,management,and marketing of tourism destinations and tourism enterprises.First,in terms of operation and management,destinations and enterprises should incorporate recent trends among tourists in selecting experience-sharing media;they should make ongoing efforts to improve their services and the quality of tourism so that tourists are able to share their positive experiences.Second,it is necessary to hinder any restrictions on tourism sharing(such as with respect to networks,access to equipment,time,and destination experience);the aim should be to create facilities,activities,and an atmosphere that can stimulate tourists’willingness to share their experiences.It is also important to consider the effect of sharing negative information.Efforts should be made to avoid negative tourism experiences among tourists,promote service remediation,and reduce or weaken tourists’inclination to share negative events.In terms of marketing and publicity,this study found that tourism sharing arouses the desire for tourism and understanding information about tourism destinations;it influences decision making among potential tourists.The impact of tourism sharing on potential tourists is closely related to the form of and specific information related to the sharing content.Thus,tourism destinations and enterprises can enhance their effectiveness by planning for the sharing of tourism activities and providing demonstration samples.