组态视角下旅游网络舆情危机的回应逻辑探究——基于32个社会性案例的模糊集定性比较分析  

Research on the Response Logic of Internet Public Opinion Crisis from the Perspective of Configuration:Based on the fsQCA of 32 Social Cases

作　　者：王晓婷 杨永丰[1] Wang Xiaoting;Yang Yongfeng(School of Geography and Tourism,Chongqing Normal University,Chongqing 401331,China)

机构地区：[1]重庆师范大学地理与旅游学院,重庆401331

出　　处：《旅游论坛》2024年第3期49-60,共12页Tourism Forum

摘　　要：社交媒体的广泛应用加速了旅游危机信息的传播与扩散,如何有效回应并引导舆论走向,避免网络舆论扩张甚至转变为二次危机是旅游事业发展中亟待解决的关键问题。文章选取了2018-2022年间旅游行业发生的32起社会性危机事件,基于网络舆情生命周期理论,运用模糊集定性比较分析法,探索其引爆网络的组态联合驱动机制,并提出回应路径,为旅游舆情引导机制提供实践思路。研究发现:7个单因素均不能构成舆情回应的充要条件,必须通过组合路径发挥作用;组态分析共产生128条组合路径,其中6个充分性条件组合足以回应旅游网络舆情危机。因此,文章提出了生命初期舆情矫正逻辑、规避媒体信任挽回逻辑和权威管控中央媒体主导逻辑3条旅游网络舆情回应逻辑以保障旅游网络舆情的平衡与正常消解,并提出第一时间是舆情回应的黄金点、系统思维是舆情治理的核心管理思路。The wide application of social media accelerates the dissemination of negative opinions in the tourism setting.It is important to effectively respond and lead public opinion to avoid crisis expansion.This paper investigated 32 crisis events in the tourism setting in recent years.Based on the theory of the life cycle of public opinion and utilizing the fuzzy set analysis method,we explored the driving mechanism and the response paths in handling internet opinion crisis.The research found that none of the seven factors singly constitutes a sufficient condition for effective response,which must function through a combination of paths.The group state analysis produced a total of 128 combination paths,of which six combinations form sufficient conditions for responding to internet public opinion crises.Accordingly,this study proposed three response logics,namely,the information remedying logic,the trust recovery logic,and the centralizing information dominant logic.The paper suggests that systematic thinking and response in the first instance is important in public opinion management.

关 键 词：旅游网络舆情 危机管理 回应逻辑 fsQCA 

分 类 号：F590[经济管理—旅游管理]