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互联网的迅猛发展,使得人们的生活方式发生了深刻的变化。基于旅游网络的发展和成熟,越来越多的人们通过“旅游网络”去搜索信息,做出决策。目前,旅游网络的口碑逐渐成为影响游客决策行为的重要影响因素,并引发学术界的重点关注。基于这一现状和背景,本文以旅游网络口碑为研究对象,以对其所用研究方法的评析为视角,通过梳理文献,从定性分析法,定量分析法,多种方法并用三个方面评析旅游网络口碑问题,最后就旅游网络口碑研究方法现状给出建议。
The rapid development of the Internet has brought about profound changes in people’s way of life. Based on the development and maturity of the tourism network, more and more people search information and make decisions through “Travel Network”. At present, the reputation of tourism network has gradually become an important factor affecting the decision-making behavior of tourists and has aroused the attention of academia. Based on this status quo and background, this article takes the tourism network word of mouth as the research object, with the analysis of the research methods used as the perspective. By combing the literature, from three aspects of qualitative analysis, quantitative analysis, a variety of methods and evaluation of tourism network Word of mouth issues, and finally give recommendations on the status quo of research methods of word of mouth in tourism networks.