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 fundamental factor that impacts the Internet reputation of tourism enterprises.Therefore,tourism enterprises should continue to enhance their Internet reputation by improving their hardware product attraction and software service quality.Tourism enterprises＇ ability to provide online products and services（U2） is the second important factor that impacts their Internet reputation evaluation,and its weight ranking in the group also reflects the general shopping logic of net citizens in reality.The principal factor that induces tourists to spend online is still the attractive prices of tourism enterprises＇ online products and services,successively followed by these enterprises＇ convenient,safe and reliable,complete and timely website information;good interaction between the tourism websites and online users;and close cooperation between tourism enterprises and e-commerce players.Compared with other types of enterprises,the Internet reputation of tourism enterprises shows completely different features,specifically including rapid accumulation,pan-socialization,high fragility,and strong plasticity.As there are lots of negative reports about tourism enterprises on various types of media,tourism enterprises may be in a weak position when events damaging to their reputation occur,and they are likely to be seriously＂hit＂by Internet＂rumors＂.Therefore,the management ability of Internet reputation（U3） becomes an important factor that impacts the evaluation of tourism enterprises＇ reputation.Compared with other types of enterprises,tourism enterprises should establish their own professional team and more actively manage their Internet reputation.Besides the three factors mentioned above,corporate image（U7）,development strategy and leadership（U8）,financial performance（U6）,social responsibility（U5）,working environment（U4）,etc.also impact the Internet reputation of tourism enterprises.Among them,the enterprises＇ working environment is the factor in the index system with the weakest influence on the Internet reputation of tourism enterprises,which is also consistent with the fact that in practice,stakeholders are more concerned about products and services than about the internal working environment of tourism enterprises in evaluating their Internet reputation.
出处
《旅游学刊》
CSSCI
北大核心
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~~
关键词
旅游企业
互联网声誉
评价指标体系
tourism enterprise
Internet reputation
evaluation index system
