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旅游导刊 ›› 2019, Vol. 3 ›› Issue (1): 21-42.DOI: 10.12054/lydk.bisu.95

• 研究论文 • 上一篇    下一篇

基于 SCCT 理论的网络舆情危机后旅游地形象修复策略研究——以“丽江打人毁容”事件为例

蔡礼彬(), 朱晓彤   

  1. 中国海洋大学管理学院 山东青岛 266100
  • 收稿日期:2018-07-28 修回日期:2018-11-30 出版日期:2019-03-28 发布日期:2019-03-04
  • 作者简介: 蔡礼彬(1972— ),男,河南潢川人,博士,中国海洋大学管理学院副教授、硕士生导师,研究方向:旅游管理。E-mail: cailb@ouc.edu.cn。朱晓彤(1995— ),女,山东高密人,中国海洋大学管理学院硕士研究生,研究方向:旅游管理。

Research on the Image Restoration Strategy of Tourism Destination Identity under the Network Public Opinion Crisis based on SCCT: Taking the Incident of Disfigurement in Lijiang as an Example

Libin CAI, Xiaotong ZHU   

  1. Management College of Ocean University of China,Qingdao 266100, China
  • Received:2018-07-28 Revised:2018-11-30 Online:2019-03-28 Published:2019-03-04

摘要:

越来越多的旅游危机事件由社交媒体曝光、推动、放大,网络舆情对旅游目的地的影响不断增强。本文运用案例研究法,结合情境危机传播理论(SCCT),通过分析2017年影响力最大的旅游网络舆情危机——“丽江打人毁容”事件,着重挖掘、梳理并分析事件危机情境、政府回应策略、媒体相关报道、公众反应等内容。研究表明,该事件危机情境复杂,混合了意外和可预防两种危机类型,而丽江政府回应时以指示性信息和否认策略为主,与SCCT主张的回应策略有很大偏差,致使危机处理效果不佳。最后,本文针对旅游地政府在形象修复中存在的不足提出相关对策建议,同时对SCCT进行局部优化,使其更好地为目的地提供指导和帮助。

关键词: 情境危机传播理论, 网络舆情危机, 旅游地形象, 形象修复

Abstract:

The positive Tourism Destination Identity is just like the spear and shield of destination, so it not only represents the competitiveness of the tourism brand but also acts as the firewall and brake of the crisis. However, in recent years, the network public opinion crises have occurred frequently in tourism destination, which had a bad impact on the destination image and brought great challenges to related government departments when guiding public opinions. If the crisis is not properly disposed, the image of destination will be damaged and the destination will lose the confidence and sense of honor of the tourism brand as well. Therefore, it is of great significance to study how to adopt appropriate and effective strategies to repair damaged image in the crisis of network public opinion for the healthy and sustainable development of tourism destinations. Given this reality, the author analyses the most influential tourism network public opinion crisis in 2017 - “Malicious beating and disfiguration event in Lijiang” based on the SCCT, focusing on digging, combing and analyzing the crisis situation, response strategies, media reports and public response by using case study method. Furthermore, in order to identify the core of public discussion and the object of responsibility attribution, this paper conducts an in-depth study of netizens’ comments by using word frequency analysis and co-existing analysis. It is found that the crisis situation was complex, including accidental and preventable cluster. However, Lijiang government mainly provided instructing information and deny strategy while responding, which had a great deviation from the response strategies advocated by SCCT, so that the effect of crisis management was not good. Finally, the author puts forward some suggestions on how to improve the image restoration of the tourist destination, then optimizes SCCT in the practice of travel destination crisis so that it can provide more guidance to the destination in the future.

Key words: SCCT, network public opinion crisis, tourism destination identity, image restoration

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