基于关键词选择的在线旅游信息搜寻行为模式研究  

The Keywords-based Online Information Seeking Behavior of Tourists

作　　者：李君轶[1] 杨敏[2] 

机构地区：[1]陕西师范大学旅游与环境学院,陕西西安710062 [2]西安财经学院商学院现代企业管理研究中心,陕西西安710100

出　　处：《旅游学刊》2013年第10期15-22,共8页Tourism Tribune

基　　金：国家自然科学基金(41001077);中国博士后科学基金(2012T50794;2011M501442)联合资助;教育部人文社会科学研究青年基金项目(11YJC790234)~~

摘　　要：互联网时代,在线信息已经成为游客最主要的信息源,在线信息搜寻也成为游客获取信息的主要信息行为。在信息搜寻中,大部分游客会使用全文搜索引擎,因而关键词输入行为成为研究游客信息搜寻行为的关键内容。文章利用实验方法,采用方便样本,研究分析被测试者的关键词行为,结果发现:查询所输入的关键词长度一般为7个字左右,每一次的信息搜寻过程中输入的关键词约为8.54次左右;通过关键词语义分析和词频分析,信息搜寻中位于核心位置的关键词包括"目的地地名"、"门票"、"旅游"、"景点"和"客源地地名"等;"目的地+搜索内容"的组合模式、"目的地地标+宾馆"的住宿信息搜寻模式、增加限定词的"修改查询模式"和简便的"下拉联想关键词模式"是最常见的关键词查询模式。这些研究能够给旅游网络营销、旅游网站建设和目的地营销系统建设提供参考。In the Internet era, online information is an important source for tourists. Online information seeking plays an essential role in tourists＇ decision-making and tourism product purchasing, which is also one of the important research topics about tourists＇ information behavior. This research investigates the behavior of keywords used in online tourism information seeking. First, the study shows that the number of keywords used for information seeking is usually around seven ;and the keywords are used approximately 8.54 times in each seeking process. In a successful information seeking process, the number of the keywords has a direct influence on the search result. There is no doubt that too much information will be discovered if too few keywords are used. So, few-keyword searches increase the difficulty of information discovery and decreases the efficiency of information acquisition. However, if too many or too specific keywords are used, tourists may not be able to get what they want. Secondly, the research result shows that the longer time the tourists spend on information searches, the stronger desire for information they have. Meanwhile,for tourists who are familiar with the destination, they will enter fewer keywords. Both keywords-based semantic analysis and frequency analysis reveal that destination names,＂ ticket＂ , ＂tourism＂ , names of viewing spots, and the name of the starting place are the most commonly used keywords. Understandably, a destination name is the most frequently used keyword. Tourists narrow down information by specifying a place name, and then search for a specific subject by specifying other keywords. Qualifiers, e. g. ,＂nearby＂, ＂cheap＂, can be added to pinpoint the search goal. Judging from the actual keywords, it is found that instead of interest in higher-level information, such as entertainment or shopping, tourists pay more attention to basic information, such as the scenic spots in the target area, transportation, accommodation, and so on. This finding is simil

关 键 词：信息搜寻 在线旅游 关键词 信息行为 

分 类 号：F592[经济管理—旅游管理] F49[经济管理—产业经济]