网络口碑对老年群体休闲旅游目的地选择之影响力初探

An Exploratory Study of the Influence of Electronic Word of Mouth on Older Adults’ Choice of Leisure Tourism Destinations

摘要: 全球人口老龄化是当前各国发展的重要议题之一，人口老龄化程度提高，对公共服务与经济结构调整提出了新的要求。然而，老年人口增加意味着老年群体逐渐成为成长中的消费市场，而休闲旅游活动成为回应这一群体的健康与社会参与需求的一种有效方式，老年群体基于生理和消费特征的独特性，更为看重休闲旅游目的地的选择。另一方面，网际网络与智慧手机的迅速发展，让社群网站上的网络口碑(Electronic Word-of-mouth, eWOM)成为使用者分享自身的旅行经历的管道，也透过浏览他人口碑来选择休闲旅游目的地。随着老年群体对于网络及手机使用的增加，透过网络传递口碑以及参考网络口碑，已然成为老年群体获取休闲旅游参考讯息的管道。本研究试图透过对于使用者对于老年群体旅游目的地的网络口碑，尝试探讨老年群体选择休闲旅游目的地的行为决策；本研究选取知名社群网站新浪微博中，推荐以肇庆作为老年人旅游目的地，透过软件采集和人工抓取关键字进行语意分析发现，会基于历史悠久、舒服、休闲放松、美食、乐龄友善环境等因素，推荐老年群体选择肇庆作为休闲旅游目的地。

Abstract: Global population ageing has become a major development issue worldwide. As population ageing accelerates, new demands are being placed on public services and economic restructuring. At the same time, the growing older population represents an expanding consumer market. Leisure tourism can serve as an effective means of addressing older adults’ needs for health promotion and social participation. Given their distinctive physical conditions and consumption characteristics, older adults tend to attach particular importance to the selection of suitable leisure tourism destinations. Meanwhile, the rapid development of the Internet and smartphones has made electronic word of mouth (eWOM) on social media platforms an important channel through which users share travel experiences and consult others’ reviews when selecting leisure tourism destinations. With the increasing adoption of the Internet and mobile phones among older adults, both sharing and consulting eWOM have become important ways for this group to obtain travel-related information. By examining user-generated eWOM concerning tourism destinations for older adults, this study seeks to explore the considerations underlying older adults’ choice of leisure tourism destinations. It focuses on Sina Weibo posts recommending Zhaoqing as a tourism destination for older adults. Relevant data were collected through software-assisted retrieval and manual keyword searches and subsequently subjected to semantic analysis. The findings indicate that recommendations of Zhaoqing as a leisure tourism destination for older adults are primarily associated with its rich historical heritage, comfortable atmosphere, opportunities for leisure and relaxation, local cuisine, and age-friendly environment.