在线信息搜索对旅游者感知形象及决策的影响研究

本文基于目的地形象理论,利用实验、出声思维、访谈等多种方法,结合词频统计、同位素示踪等分析手段解析了在线信息搜索对于旅游者感知形象演化及目的地选择决策的影响。研究发现:潜在旅游者持有的目的地原生形象具有集中性。随着外部信息搜索的进行,来自DMO控制型信息源的信息加强了这种印象并形成引致形象的热门词部分,依此旅游者对意识域中众多可选目的地进行筛选并形成考虑域。这一过程构成"广泛信息搜索路径"。而对非DMO控制型信息源的信息摄取则使引致形象演化出长尾,这些形象的细节性信息促使旅游者做出具体决策,此即为"精细信息搜索路径"。旅游者的目的地选择决策过程即是在不断重复这两条路径,直至做出最终选择。

THE INFLUENCE OF ONLINE INFORMATION SEARCH ON TOURISTS' PERCEIVED IMAGE AND DECISION MAKING

The external information search will change tourists' perceived image of destinations, and ultimately affect tourists' destination choice decisions. In the Internet era, tourists depend more on the online information search, and tend to use a lot of non-DMO-controlled information sources to obtain information, which makes the decision-making process more complicated. Based on the theory of destination image, this study simulates self-service tourists' whole process of searching for information through the network, choosing destinations and making travel plans before traveling by the context experiment approach. The cognitive changes of tourists' destination image before and after the experiment are measured by the questionnaire and word frequency analysis. Then participants' eyetracking information is traced by the isotope tracer technique, and the study analyses the information absorbing process to arrive at the causes of cognitive changes. Next, the in-depth interview approach is used to investigate the internal reasons why participants choose or give up a destination when they make a decision. Besides, visualizing the whole trial process of participants' behaviors by protocol analysis, the study clearly portrays the internal mechanism of "funnel process" which explains progressive screening procedure from the area of consciousness to the consideration set and then to the final decision in the traditional destination decision model. Finally, the study systematically analyzes the influence of potential tourists' online information search behaviors on their perceived image formation and destination choice decisions.