网络搜索行为对旅游形象感知的影响—以韩国居民对中国目的地的信息搜索为例
The Effect of Online Search Behavior on Perceived Destination Image—Based on South Korean Residents’ Information Search on China’s Destination
摘要: 网络信息已成为游客获取旅游目的地信息的主要来源。本文以韩国居民对中国旅游信息的网络搜索为例，定性与定量相结合，对网络信息对旅游目的地形象感知的影响进行了探讨。研究发现,韩国居民在进行信息搜索后：1) 对中国的情感形象在舒适度未出现显著变化，对中国的认知形象在活跃度、趣味性、拥挤程度三个维度未出现显著改变。2) 对中国总体形象的感知大体上是正面的，但仍有少部分消极词汇的出现。3) 对生活起居类、是否令人愉悦类情感属性和标志性吸引物兴趣浓厚。最后，提出了中国面向韩国潜在游客进行网络营销的策略。
Abstract: Online search has become the main source for tourists to get the information of tourist destinations. This paper applies both qualitative and quantitative methods to analyze the effect of online search behavior on the perceived destination image by tourists. The study was based on the online search for China tourism of Korean residents who have never been to China. The research results show that, after online search: 1) Comfortability did not change in terms of affective image; liveliness, divertingness and crowdedness did not change in terms of cognitive image. 2) South Korean residents’ overall image of China is generally positive, but there are still some negative words. 3) South Korean residents have strong interests in basic living life needs, destination emotional attributes and symbolic attractions. Finally, a series of measures and suggestions were put forward for China’s online marketing targeting for Korean potential tourists.
文章引用：黄楷伊, 金晴. 网络搜索行为对旅游形象感知的影响—以韩国居民对中国目的地的信息搜索为例[J]. 服务科学和管理, 2018, 7(2): 32-42. https://doi.org/10.12677/SSEM.2018.72005

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