The Research On Dissemination Value Of Online Travel User Generated Content

With the development of national economy in recent years,tourism consumption has become one of the important expenditure of Chinese residents.Online travel is the emerging application of e-commerce,online travel has profoundly changed the behavior of tourist information acquisition and consumption decision-making from the aspects of information flow and transmission.User generated content is one of the representative forms of communication.In the communication of UGC of online travel,the main transmitter consists of two types of tourists and tourism practitioners,the main audience are potential tourists and practitioners.The value of the UGC of online travel is the the value and meaning of communication results in the process of transmission.The value of online travel UGC dissemination show as two aspects:real-time and long-term coexistence,initiative and passive coexistence.Online travel UGC dissemination values can be summarized into three types:value of the agenda set;social interaction value;industry promoting value.The evolution of its dissemination value shows:Q&A expresses communication needs;travel raiders enhances the spread effect;intelligent technology transforms the form of dissemination.Traditional mimicry environment is changing,personal experience is rich and varied,and the content generation platform is becoming more and more perfect,these create favorable conditions for the release of online travel UGC dissemination.But the controllability of UGC itself is weak,low utilization of social platform data has inhibited the dissemination value.At the same time,it should also be noted that the three factors that limit the value of communication to achieve:virtual users excessive"performance" phenomenon,the prevention of commercial false dangers and the abuse of personal information.There are three levels of development of UGC dissemination based on tourism practitioners.First of all,need to keep up with the development trend of content.And it should strengthen the tool function,speed up the professional operation,enhance the content structure.Secondly,tap the data value of the the user generate content.And it should take the initiative to set up tourism issues,dig the depth of big data content,innovate vertical field applications.Finally,enhance the service function of the UGC.And it should meet the needs of consumer upgrades service global tourism construction.