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旅游虚拟社区是近年来发展势头强劲的虚拟社区之一,越来越多的人都不同程度地融入其中。通过对旅游虚拟社区中参与者行为的实证研究,发现大众参与水平与参与层次都较低,其中参与层次主要分布在两个层面:单纯浏览和积极参与。同时,通过对参与者动机的因子分析,总结出了个人参与旅游虚拟社区的八大主要动机,分别为内在化、强化、逃避、信赖、工具、收获、认同感、联系。基于对参与者行为和参与者动机的分析与思考,旅游虚拟社区在今后的发展过程中应更注重一体化的服务与营销和理想化的感性旅游平台的打造。
Travel virtual community is one of the virtual communities with strong development momentum in recent years, and more and more people are integrated into them in varying degrees. Through empirical research on the behavior of participants in the virtual community of tourism, it is found that the level of public participation and the level of participation are both low, in which the participation levels are mainly distributed in two levels: simple browsing and active participation. At the same time, through the factor analysis of the motivation of the participants, the author summarizes the eight major motivations of individuals participating in the tourism virtual community, which are internalization, reinforcement, avoidance, trust, tools, harvest, identity and connection. Based on the analysis of the behavior of participants and the motivation of participants, tourism virtual communities should pay more attention to the integration of service and marketing and the construction of idealistic tourism platform in the future development.