| In recent years, tourist destination image had becoming the key area of research home and abroad. Some researches focused on the measurement of destination image of one place, while some focused on the direct factors which affected destination image. But there were rarely researches which probed the influence the network made on destination image. As an emerging product of network, virtual community was seldomly related to destination image before, which needed further studying. Based on the environment of virtual travel community, this paper aimed at the community members and their internet interaction to mainly study the inherent relationship among internet interaction and tourist destination image, in order to provide some marketing ideas for the network marketing of tourist destinations.On the basis of theories and researches study, this paper classified "internet interaction" to three dimensions:characteristics of internet interaction, mode of internet interaction and matter of internet interaction. With the empirical research,6 factors were obtained:anonymity, virtual relation, one to one synchronization, everyone asynchronism, functional interaction and interpersonal interaction. Then, this paper approved the relationship between these 6 factors and tourists'cognitive evaluation, affective evaluation and destination image respectively.The results of the study indicated that tourists'cognitive evaluation was mainly affected by anonymity, virtual relation, everyone asynchronism and functional interaction, while affective evaluation was affected by anonymity, virtual relation, one to one synchronization and interpersonal interaction. The overall destination image was affected by cognitive evaluation and affective evaluation. It could be concluded that tourists'destination image was multifaceted by internet interaction on virtual travel communities.Hence, tourist destination should pay attention to the development of virtual communities and use it as a tool for network marketing. |
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