国际中文开源期刊平台

旅游网络舆情事件中舆论引导的心理机制研究

Research on the Psychological Mechanism of Public Opinion Guidance of Tourism Network Public Opinion Events

社会科学进展 / 2022,4(4)：327-339 / 2022-08-10 259 232

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• 作者： 杨颖¹      颜立²      高晓妍¹     
• 单位：

  1．重庆师范大学地理与旅游学院，重庆；
  2．重庆科技学院工商管理学院，重庆

• 关键词： 旅游网络舆情事件；舆论引导；心理机制
• Tourism network public opinion event; Guidance of public opinion; Psychological mechanism
• 摘要： 旅游网络舆情事件对旅游目的地的经济效益和声誉均有重要影响，因此舆情事件中如何进行科学有效的舆论引导，降低负面影响至关重要。为了揭示旅游网络舆情事件中舆论引导的具体心理机制，为舆论引导实践提供理论指导，本文通过问卷调查考察了影响舆论引导效果的因素和路径。研究结果表明，旅游网络舆情事件中舆论引导的可信度、舆论引导的透明公开性、舆情事件处理结果的合理性均会显著正向影响舆论引导效果，其中舆情事件处理结果合理性的影响 力最大。最后，探讨了本研究对实践的启示。基于本研究结论，本文最后提出了旅游网络舆情事件中舆论引导的建议。
• Tourism network public opinion events have an important impact on the economic benefits and reputation of tourist destinations. Therefore, how to effectively guide the network public opinion of tourism network opinion events so as to reduce the negative impacts is critical to tourism crisis management. However, there are very few researches explored the psychological mechanism of public opinion guidance of tourism network public opinion events. In order to amend this gap of knowledge and provide theoretical instruction for the tourism practice, the present research conducted a series of questionnaire surveys to reveal the factors and its influence paths affecting public opinion guidance. The results of questionnaire surveys indicated that: the credibility and transparency of public opinion guidance, and the rationality of results of handling tourism public opinion event could positively affect the guidance effect of public opinion, and which was the strongest factor that influenced guidance effect. Finally, the practical implication of this research is discussed.
• DOI： https://doi.org/10.35534/pss.0404029
• 引用： 杨颖，颜立，高晓妍．旅游网络舆情事件中舆论引导的心理机制研究［J］．社会科学进展，2022，4（4）：327-339．