自媒体对旅游者搜索行为的影响研究

编者语：通过问卷调查方法获得第一手数据，探索分析了自媒体对旅游消费者信息搜索行为的影响，并提出相应的管理启示和建议。论点明确，论据可靠，对事物有一定的分析能力和概括能力，能运用所学理论和知识阐述有关问题。

指导教师：张超

作　　者：李幸

专　　业：酒店管理

完成时间：2016年4月7日

摘　　要

近年来，我国旅游经济整体保持着稳定持续发展的态势，旅游市场进一步扩大与发展。旅游消费者作为旅游产业中不可或缺的一个群体，他们的消费需求发生了变化，呈现出多样化的态势：许多旅游消费者希望摆脱传统的旅行社主导的旅游模式，更倾向于亲自规划旅游行程；旅游消费者希望通过多种渠道获得旅游目的地的各类信息，从中找到自己的关注点与兴趣点；旅游消费者对旅行的独特性有了更高的需求，希望通过一个公众化的平台与他人交流自己在旅行中的经历体验，在得到赞赏与认可的同时能够帮助他人。很明显，传统的旅游信息传播媒介已经无法满足旅游消费者的需求。在Web2.0技术革新的推动下，自媒体的出现与普及恰好适应了他们的需求变化。随着在线旅游业的出现和发展，网络与自媒体已成为旅游消费者搜索并获取旅游相关信息、与他人交流旅游经历与体验的重要途径，也深刻改变了旅游消费者信息搜索的行为习惯。(www.xing528.com)

本文通过收集和阅读国内外相关文献，了解自媒体、信息搜索行为的概念界定与旅游消费者购买决策、旅游决策的理论模型，从中总结出信息搜索行为在决策过程中的重要性。同时借鉴并学习先行研究在消费者购买决策过程中对信息搜索这一环节提出的影响因素，为本文提供一定的理论基础，进而形成本文的研究思路。通过问卷调查法收集旅游消费者对自媒体搜索旅游信息行为的影响和看法，运用SPSS19.0软件对调查结果进行信度分析、效度分析和相关分析，结合描述性分析，从接入程度、信息质量、搜索成本、信任程度和感知收益五个维度，探讨自媒体影响旅游消费者信息搜索行为的因素，分析当前自媒体平台及信息存在的问题与现状，得出研究结论，总结不足之处。

关键词：自媒体　旅游消费者　信息搜索行为　影响因素

Abstract

With the stable development of China’s tourism economy，we have witnessed a further expansion of our tourism market. As an indispensable part of this market，tourism consumers have changed a lot in what they want and what they need，especially in terms of informationsearching process. Obviously，traditional media used in tourism industry no longer fits these changing needs. Nevertheless，the technological revolution of Web2.0 has brought We Media on the stage. We Media has perfectly met the need of those tourism consumers and has provided them with an important method to search for information and share with each other，changing their habit of information searching behavior.

In the literature review part，a general understanding of the definition of We Media，information-searching behavior as well as the theoretical model of consumer purchasing decision and tourist decision has formed. The importance of information-searching behavior is emphasized in this part. Meanwhile，the factors posing influence on information-searching behavior put forward by previous studies have helped to provide theoretical basis and shape the structure for this paper. A questionnaire was designed to get an idea of what the consumers are thinking about the influence of We Media in their information-searching behavior. SPSS19.0 software was used to analyse all the collected data. This paper demonstrates the fact that We Media can influence consumers’ information-searching behavior in five dimensions：accessibility，information quality，searching costs，degree of confidence and perceived benefits. The last part of this paper gives a review on the methods and results of this study and put forward some practical suggestions.

Key words：We Media，Tourism consumer，Information-searching，Factors