摘要
由于旅游产品具有无形、以服务体验为核心的性质，旅游者依赖口碑推荐进行旅游出行决策的可能性极大。Web2．0环境下互联网转载和复制的操作方便性和快捷性，使得旅游网络口碑能够经过传播和再传播的过程，被不断扩散和迅速放大，波及范围更广、传播速度更快，对旅游者和旅游目的地都将产生更加深刻的影响。文章探讨旅游网络口碑传播的主要渠道和旅游目的地应用网络进行口碑营销的具体策略。
Due to the intangible nature of the tourism products and service experience for the core, tourists rely more on word of mouth recommendation for making a purchase decisions. The reproduced and copied by the Internet is easy to operate and fast under Web2.0 environment, which making travel electronic word of mouth（EWOM） diffusion and rapid spread to a wider range through the process of dissemination and re-transmission, and it will have a more profound impact on tourists and tourism destinations. The article discusses the main channels of the travel EWOM, and how tourism businesses can develop the corresponding EWOM marketing strategy in order to build the brand management of the tourism destination.
基金
教育部人文社会科学研究规划基金项目《旅游地网络口碑传播机制实证研究与仿真模拟》（缩号：10YJAZHOU）和泰安市大学生科技创新项目《网络论坛口碑传播对泰安市旅游影响的调查与分析》（编：2011D1040）共同资助.
关键词
旅游目的地
网络口碑
营销策略
Tourism Destination
Electronic word-of-mouth
Marketing Strategy
