旅游企业互联网声誉评价指标体系研究  

Study on the Evaluation Index System for the Internet Reputation of Tourism Enterprises

作　　者：吴涛[1,2] 赵小鲁[2] 

机构地区：[1]教育部长江上游经济研究中心,重庆400067 [2]重庆工商大学旅游与国土资源学院,重庆400067

出　　处：《旅游学刊》2016年第11期96-106,共11页Tourism Tribune

基　　金：教育部人文社会科学研究西部和边疆地区青年基金项目"旅游企业网络声誉评价与管理研究"(12XJC790010)资助~~

摘　　要：目前,在国内旅游企业普遍开始依赖互联网开展经营活动后,互联网声誉的评价与管理成为旅游企业经营中的重要环节。在这一过程中,旅游企业互联网声誉评价指标体系的构建成为了一项基础性工作。文章综合运用专家问卷调查法、层次分析法构建了由8个一级指标33个二级指标构成的旅游企业互联网声誉评价指标体系,并对各个指标的权重进行了计量分析,着重探讨了各个评价指标与旅游企业互联网声誉的内在关系,以此来明确未来旅游企业互联网声誉管理的重点与方向。More and more domestic tourism enterprises are starting to rely on the Internet to carry out their business activities.Meanwhile,facing an environment marked by increasingly fierce market competition,both domestic and foreign enterprises generally realize that ＂corporate reputation＂ has become an important condition for improving enterprises＇ social status and helping them to compete within the framework of economic globalization.In recent years,several reputation crises have occurred in the domestic tourism industry,bringing serious negative impact on the local enterprises and economic and social development after being spread via the Internet,while also highlighting the importance of Internet reputation evaluation and management for tourism enterprises.This paper argues that in the study of the factors that influence the evaluation of tourism enterprises＇ Internet reputation,one should mainly consider the manifold mutual influence between these enterprises and their stakeholders in the Internet environment.In reality,the Internet reputation of tourism enterprises is mainly impacted by three factors,i.e.the enterprises,the tourism industry and the Internet.This paper mainly studies the internal relations between evaluation indexes and tourism enterprises＇ Internet reputation,establishes an evaluation index system for tourism enterprises＇ Internet reputation consisting of 8 primary indexes and 33 secondary indexes by use of the expert questionnaire method and the analytic hierarchy process（AHS）,and conducts a quantitative analysis for the weight of primary and secondary indexes by use of R software.Among them,the weight of the primary indexes ranks as follows： U1〉U2〉U3〉U7〉U8〉U6〉U5〉U4.At the end of this paper,by synthesizing the weight of the primary and secondary indexes,we obtain the general ranking of the weight of comprehensive indexes of tourism enterprises＇ Internet reputation.The following conclusions are obtained： offline products and services（U1） remain the fundamen

关 键 词：旅游企业 互联网声誉 评价指标体系 

分 类 号：F592.6[经济管理—旅游管理]