社交网络已成为当前国际旅游市场的重要影响因素,“用户生产内容”构建了数字化空间的口碑传播,改变了旅游者的搜索和出游习惯。一方面,社交媒体即时交互的信息传播及“去中心化”的意见平台,给传统的旅游目的地营销传播工作带来了极大的机遇;另一方面,社交网络作为信息的“自由市场”加速了全球信息的生成、扩散和流动,“信息超载” Social networking has become an important factor in the current international travel market. “User Content ” builds the word-of-mouth communication in digital space and changes the search and travel habits of tourists. On the one hand, the instantaneous interaction of social media information dissemination and “decentralized ” platform for the views of the traditional tourism destination marketing communication has brought great opportunities; the other hand, the social network as a message Free market “accelerates the formation, spread and flow of global information,” “information overload”