Research On Incentive Mechanism Of Customer Tacit Knowledge Sharing In Tourism Virtual Community

With the continuous development of the Internet, network becomes a platform for travelenthusiasts to communicate, share knowledge and experience, look for a companion. Travelvirtual community is a new development that network and travel in close connection. Thisaroused the concern of the tourism lovers and scholars at domestic and abroad. For the creatorof the community, they are more concerned about how to attract travel enthusiasts to bevolunteers to join in the community and share their travel experiences as well as feelings thatcan make this platform popularity and vibrant. However, the constraint does not exist in thevirtual community. The customers’ behavior is mainly determined by their own wishes, needsand motives. So, we need to take certain incentive mechanism which allows the customer toexplore their potential actively. It is very important to share practical and tacit knowledgefreely in individual minds. Therefore, it is necessary to study incentives mechanism of tacitknowledge sharing in virtual tourist community.Based on the above research questions, this paper sort out the existing research andtheory.This paper take www.lvye.com for example, select the "Travel Guide" section for thestudy. Though dynamic analysis on variables that encourage customers to share tacitknowledge, the customers are divided into viewers, sharers, socializers and leaders accordingto their contribution to the community knowledge sharing. Establish the cause-effect diagramsand flow diagram of the virtual tourist community customer tacit knowledge sharingincentives mechanism by considering Maslow’s hierarchy of needs motivation theory intoaccount. Use system dynamics to simulate the various variables which influence customers’tacit knowledge sharing and predict the effect of the variables, thus provide a reference for theconstruction and development of virtual communities.The research found out three results.(1) The tacit knowledge sharing amount of growthof leaders is "S" shape;(2) The existence of path dependence, the system of social incentiveshas high sensitivity.(3) Tacit knowledge sharing of travel virtual community has "longtail". Viewers and sharers should be concerned by the community.