网络时代,旅游者在线信息搜索行为成为重要研究课题,然而国内外研究在数据获取方式上存在明显不足。本文借鉴国外数据获取方法,基于百度指数关键词搜索量探讨国内旅游者对旅游目的地在线信息搜索的内容偏好。结果显示:旅游者目的地在线信息搜索内容相对稳定,信息需求处于基础层面,高层次信息需求不足;旅游者在线信息搜索内容随时间演进变化显著,对目的地口碑信息的需求急剧上升,旅游者生成信息内容在目的地和旅游企业的信息传播中发挥重要作用;旅游者在线信息搜索内容在旅行前和旅行中差异显著。研究说明旅游目的地及其旅游企业需要对旅游者在线信息搜索行为进行有针对性的研究,高度重视旅游产品及服务质量,积极影响网络口碑源头,并对传播的信息内容有所倾斜。
In the age of Internet, online travel information searchinghas become an important research theme. However there is a big gap in the data acquiring method between outbound and domestic research. Based on the Baidu index, the paper exploresthe tourists’ online searching behavior pattern. The findings are as follows:tourists’online information searching contents keep relatively stable, the needs are at basic levels, high-level information needs are lack;tourists’online information searching contentschanged significantly over time, the demand for destination word-of-mouth information rises sharply , tourist-generate-content plays an increasingly important role in the information dissemination of destinations and tourism enterprises;tourists’online information search contents differ at different stages of tourismactivities. Therefore destination and tourism enterprises need to research tourists’online information search behavior continuously to provide the basis theoretical support for their Internet search engine marketing.
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