基于网络口碑的旅游目的地形象感知 ——以厦门市为例

依托于计算机技术的网络口碑（IWOM）逐渐成为影响旅游者选择旅游目的地的有效方式之一，越来越多的旅游者以网络口碑的形式获取或者传递旅游信息。本研究通过搜索厦门旅游网络口碑案例，对其进行文本和相关属性分析，并将文本分析内容通过层次分析法（AHP）进行归类整理，得出影响厦门旅游形象感知相关因子的权重和厦门市旅游形象概况。结果显示，整体形象感知因素在网络口碑中感知较为明显，整体满意度、景区满意度和餐饮在旅游目的地形象感知因子中所占比重较高。通过网络口碑实现对旅游目的地形象的构建，其时效性较强、覆盖面较广、信息获取便捷、保存时间较长、影响效应大。网络口碑的旅游形象感知研究可以帮助当地政府和旅游行政管理部门适时调整政策和管理力度，旅游经营者调整经营策略和提高服务质量。

Tourist Destination Image Perception Based on Internet Word-of-Mouth:A Case Study of Xiamen

Relying on computer technology, internet word-of-mouth has become an effective way influencing tourists to select their destination, more and more tourists use internet word-of-mouth to acquire or transfer tourism information, and internet word-of-mouth (IWOM) has now become a new way to research tourist destination image perception. This paper collected the cases of IWOM of Xiamen tourism, made text and attribute analyses, and arranged and classified the contents of the analyses with the method of Analytic Hierarchy Process (AHP) to get the weights of the related factors that affected Xiamen’s tourism image perception, and then to draw a Tourism image profile of Xiamen. The research results showed that the total image perception factors in IWOM were obvious, the overall satisfaction degree, satisfaction degree on scenic spots and foods had higher proportion in the factors of destination image perception. It is considered that using IWOM to build the tourism destination image would have many advantages, such as better timeliness, broader coverage, more convenience, longer storage time, and greater effectiveness, the research on IWOM of tourist destination image perception would help local governments and travel agencies to adjust timely their policies and management, and help the tourism operators to regulate their business strategy and improve service quality.