民族地区旅游地口碑再传播研究  

Study on Re-diffusion of Tourism Word-of-mouth about Ethnic Minority Area

作　　者：邵长斌[1] 杨晶[2] 

机构地区：[1]同济大学经济与管理学院,上海200092 [2]西安石油大学经济管理学院,陕西西安710065

出　　处：《贵州民族研究》2016年第6期168-171,共4页Guizhou Ethnic Studies

摘　　要：基于决策神经科学理论,应用实证研究的方法,对民族地区旅游地正面口碑再传播的评估决策过程进行研究,探讨旅游地知名度如何通过接收者信息评估过程影响其再传播意愿。结果显示,旅游地正面口碑再传播评估过程存在内隐与外显双态度协作关系,并受到旅游地知名度的调节作用,知名旅游地正面口碑相对更倾向于被接受。Based on theories and existing findings in decision neuroscience,this paper analyzed evaluationanddecision in the process of tourism word-of-mouth re-diffusion about ethnic minority area,and explored the role of brand awareness in the process of evaluation and decision. It demonstrated that there was cooperative relationship between implicit attitude and explicit attitude in the evaluation of positive word-of-mouth about tourism destination,which was moderated by brand awareness. In addition,the positive of word-of-mouth about well-known tourism destination could be accepted much more easily.

关 键 词：民族地区旅游 正面口碑 再传播 品牌知名度 评估决策 

分 类 号：F590.3[经济管理—旅游管理]