旅游危机事件网络舆情应对水平的评价研究:基于灰色统计和熵权TOPSIS方法  

The Evaluation Study on the Level of Dealing with Tourism Crisis Network Opinion:Based on the Methods of Grey Statistics and Entropy Weighted TOPSIS

作　　者：付业勤[1] 陈雪钧[2,3] 郑向敏[2] 陈莉[2] 郑文标[4] 雷春[5] 

机构地区：[1]海南师范大学地理与旅游学院,海口571158 [2]华侨大学旅游学院,福建泉州362021 [3]重庆交通大学人文学院,重庆400074 [4]华侨大学华侨华人研究院,厦门361021 [5]三亚学院旅游业管理学院,海南三亚572022

出　　处：《重庆师范大学学报（自然科学版）》2015年第2期162-167,共6页Journal of Chongqing Normal University:Natural Science

基　　金：海南省哲学社会科学规划课题(No.HNSK14-09);海南省高等学校科学研究项目(No.Hjsk2013-49);三亚市院地科技合作项目课题(No.2013YD45);华侨大学哲学社会科学青年学者成长工程团队项目(No.13SKGC-QT09);国务院侨办课题(No.GQBQ2011022);中央高校基本科研业务费专项(No.JB-SK1120)

摘　　要：舆情应对是旅游危机事件网络舆情管理的重要环节,对舆情应对水平进行评价是提高网络舆情管理能力的必要途径。通过文献研究和经验归纳,提出旅游危机事件网络舆情应对水平评价的初始评价指标集;为保证指标体系的有效性和可操作性,基于专家问卷获取的决策数据,运用灰色统计方法对指标进行筛选,对初始指标集进行精简和优化,最终指标体系包括舆情应对的响应、沟通和善后情况3个维度15个指标;为克服传统赋权方法的主观性,使用熵权法确定指标权重,采用加权TOPSIS方法对14个典型案例的网络舆情应对水平进行评价,评价结果与实际情况的吻合程度较高。研究设计的网络舆情应对水平评价指标体系,采用的指标筛选、权重获得和综合评价方法,对提高旅游危机事件网络舆情的应对水平具有一定的理论和实践价值。Dealing with network opinion is an important part of managing tourism crisis network opinion~ evaluating the level of deal- ing with network opinion is a necessary way to improve the ability of managing tourism crisis network opinion. This paper puts for- ward a set of initial evaluation index of the level of dealing with tourism crisis network opinion through analyzing literature and sum- marizing experiences. To ensure the effectiveness and operability of the index system, this paper selects the indicators using the method of grey statistics based on the decision data obtained by questionnaire for experts. The set of initial evaluation index is sim- plified and optimized, and the final evaluation index systems include three dimensions and 15 indicators of responding, communica- ting and repairing. In order to overcome the subjectivity of the traditional methods of calculating weights, this paper determines the index weight by entropy, uses the method of weighted TOPSIS to evaluate 14 typical cases＇ levels of dealing with network opinion. The evaluation results are more consistent with the actual situation. The evaluation index systems of the level of dealing with tourism crisis network opinion, and the methods of selecting indicators, calculating index weights, and comprehensive evaluation have some theoretical and practical value for improving the level of dealing with tourism crisis network opinion.

关 键 词：网络舆情 旅游危机事件 应对水平 灰色统计法 熵权TOPSIS法 

分 类 号：F590.6[经济管理—旅游管理]