| With the development of Internet and the wide application of Web2.0,the online tourism market continues to develop.Many well-known tourism websites,such as Ctrip,Feizhu,Mafeng,TripAdvisor,and some well-known comment websites,such as public comment,provide great convenience for the majority of tourism enthusiasts.Experienced tourism consumers can provide comments on scenic spots and related products and services on the Internet,while potential tourism consumers can plan their holidays according to the information provided and shared on the Internet.More and more tourism consumers tend to find tourism information and Book tourism products online.Among them,as an important type of tourism online reputation,tourism online review is an important source of information and reference,which greatly affects the psychology and behavior of potential tourism consumers.However,in order to avoid the potential tourism risks,tourism consumers are often vulnerable to the tendentious guidance of negative online reviews of tourism,and have poor image perception of the destination real estate.Therefore,it is very important for scenic spots to respond to negative online comments and dispel bad views.As we all know,the negative online comments of tourism are the negative evaluations of tourists who are dissatisfied with the scenic spot after they get the experience of tourism,most of which reflect the actual negative problems of the scenic spot.However,negative online comments on tourism are also full of subjective and emotional statements.Some comments and complaints are difficult to repair under the current conditions.For these comments,whether it is necessary for the scenic spot to reply to them and how to reply are issues worthy of attention.At present,the research on Hotel negative evaluation reply has been more in-depth,while the research on scenic spot negative evaluation reply is still relatively lacking.In order to explore whether the tourism service providers,scenic spots and OTA platforms,should reply to the negative online comments on Tourism in scenic spots,how to reply to these negative online comments on tourism,and the impact and influence mechanism of different combinations of negative comment types and response strategies on the destination image evaluation of tourism consumers.In thisstudy,negative online reviews of tourism are taken as the main research object.Firstly,based on attribution theory,negative online reviews of tourism are divided into high controllable negative reviews and low controllable negative reviews from the perspective of controllability.In combination with relevant literature,the response strategies are divided into moderated responses,defensive responses and no responses.Then,combining perceived risk theory theory and SOR theory,a research model is established and proposed Make assumptions.The questionnaire experiment method was chosen as the research method.After collecting the data,SPSS was used to analyze the data to verify the hypothesis.Through the 2(high controllable / low controllable)× 3(moderate / defense / no reply)inter group experiment design,the effect of negative evaluation types and reply strategies on the perception risk and destination image evaluation of potential tourism consumers was verified.This study can be divided into the following three parts:(1)This paper classifies the negative online reviews of tourist attractions,and studies the perceived risk of potential tourist consumers and the change of destination image evaluation when facing different types of negative online reviews.(2)To study the effect of different types of responses on the perceived risk of potential tourism consumers and the restoration of destination image evaluation.(3)This paper studies whether perceived risk plays an intermediary role between negative tourism evaluation and destination image evaluation.The results show that:(1)There are significant differences between high controllable tourism negative evaluation and low controllable tourism negative evaluation in the impact of perceived risk and destination image evaluation of tourism consumers.Specifically,the higher the controllability of tourism negative evaluation,the higher the perceived risk of tourism consumers,and the lower the evaluation of destination image.(2)The response strategies play a significant role in regulating the types of negative tourism evaluation,perceived risks and the relationship between negative tourism evaluation and destination image evaluation.Specifically,under the high controllable negative evaluation of tourism,the negative impact on the perceived risk of potential tourism consumers and the positive impact on the image evaluation of the destination,the reply is significantly stronger than the no reply.Among them,the harmonious reply can improve the destination image evaluation more than the defensive reply.Under the low controllable negative evaluation of tourism,there is no significant difference in the impact of reply and non reply on the perceived risk anddestination image evaluation of tourism consumers.(3)Perceived risk plays a part of intermediary role in the relationship between negative tourism evaluation types and destination image evaluation of potential tourism consumers.Finally,based on the research results,this paper puts forward some suggestions for the management of online tourism reviews by scenic spots and online tourism platforms,hoping that scenic spots can effectively deal with the negative online tourism reviews,especially to strengthen the supervision and rectification of the high controllability issues reflected by tourism consumers,and to fully enhance the image of scenic spots.. |
