Study On Hotel Internet Public Opinion Crisis Communication Strategies And Effect

Crisis is inevitable in in the market economy conditions,and any business is facing with the possibility of crisis explosion.As a highly contact,highly competitive,highly sensitive,culture rich and labor intensive service enterprises,the hotel is confronted with the ordeal of all types of crisis events in the course of business.The information dissemination model and spreading speed in new media raises greater requirements to the hotel crisis management.Once the crisis is responded improperly,a severe network of public opinion crisis will be triggered off which might trap the hotel into a strong public opinion pressure swirl,cause a barrier to the normal operation of the hotel,and bring irreparable damage to the hotel reputation.Crisis communication has been regarded as the lifeblood of crisis management.Many emergencies must rely on "communication" rather than "management" when crisis explodes.The key of success of the crisis disposal is the timely communication rather than the overall crisis management program.Under the framework of Situational Crisis Communication Theory(SCCT),this paper classifies the hotel crisis types based on the degree of attribution of responsibility,defines the internet public opinion situation in network public opinion field,and puts forward the content and steps of the internet public opinion crisis situation recognition through the literature review and case study.Thus the author attempt to explorer the situational hotel internet public opinion crisis communication model based on the relationship between crisis situation and crisis response strategy.Through the evaluation of the effect of social media and the effectiveness of the network media,we can examine the relationship between the crisis situation of the hotel network and the crisis response strategy,with a view to revising the network communication situation of the hotel network.Through the "Wangjing and Yi hotel girls attack" network public opinion crisis case study found that the hotel network public opinion situation and the hotel's initial crisis situation there is a strong interactive,the hotel to takes crisis response strategy and network public opinion supplemental strategy that matches the internet public opinion crisis situation can achieve superior crisis communication effect.Otherwise it will achieve poor effect and even lead to a more serious internet public opinion crisis.Meanwhile there are situation and response strategies relevance does not meet the theoretical recommendations of SCCT.Among the hotel network public opinion crisis communication strategy,the apology strategy with rebuilding posture achieves good effect in the accidental cluster crisis and preventable cluster crisis,while diminishment posture and denial posture strategy are more likely to trigger hotel " omission” organic internet public opinion crisis and" shirk responsibility "villain internet public opinion crisis.In addition,the effect of crisis communication is not only related to the hotel crisis communication strategy,but also the difference between social media public opinion sub-field and internet media public sub-field.