旅游虚拟社区参与者行为倾向形成机理实证分析

旅游虚拟社区能够满足参与者的多种需求,由其促生的自助式组团旅游也成为常见的旅游现象。本文研究表明,旅游虚拟社区能够提供给参与者显著的功能收益和心理收益,影响这些主观收益产生的因素包括虚拟空间中的人际关系、信息内容和社区平台自身的属性。参与者对旅游虚拟社区的价值感知会导致其出现持续参与和结伴旅游等后续行为。因此社区建设需要从信息提供、环境塑造和规则设计等入手,强化参与者的感知有用性和凝聚力,进而产生忠诚行为,同时旅游企业也应积极介入到旅游虚拟社区中并加以创新使用。

An Empirical Study of the Formation Mechanism of Participants' Behavior Tendency in Virtual Tourist Community

Virtual tourism community is found to be capable of meeting the various needs of its participants＇ s and self-organized tour groups from virtual tourism community have become an increasingly common phenomena in tourism industry. Empirical studies show that virtual tourism community can bring participants significant functional and psychological values which can be affected by relationships in virtual space, information content and platform attributes. Participants＇ subject value from virtual communities can lead to sustained involvement and partner tours. Therefore, the authors believe that community-building should base on information, environment and rules to strengthen participants＇ perceived usefulness and cohesion so to form loyalty behaviors, and that tourism enterprises should also be actively involved in the virtual tourism community innovation.