The Influence Of Internet Public Opinion Crisis To Tourism Destination Reputation And Countermeasures

Nowadays, more and more non-professional personnel publish or disseminate information on the Internet, because of the network transmission many things has become important social political or economic events which can influence public daily life. This kind of phenomenon and the traditional mass communication together make up the pattern of network communication in today’s society.Internet information transmission has four characteristics:Internet users become the mainstream of the network information dissemination, Network connection become the basic channels of information dissemination, the existence of important node, make the efficiency of the spread of information more efficient, the "outbreak" and the "long tail" phenomenon. Due to the uniqueness of these differences from traditional mass communication, Internet has played three roles:monitor, magnifying glass and Vanity fair. Various interest groups on the network can make the information in the transmission tend to be added or deleted, can make the public opinion deviate from the single event to other issues, triggering public crisis. The manifestation and the influence of network public opinion crisis has the following several aspects:first of all, localized management will be out of control caused by the flow of the negative information; second, negative reputation caused by network information; third, group panic caused by Internet rumors; forth, group action inspired by the resistance identity; fifth, the national security crisis and ideological manipulation crisis.In recent years, the network public opinion crisis damaged the reputation of many tourist destination, has brought negative impact on enterprises and governments, and even caused serious consequences. Through the analysis of the ten major tourism public opinion crisis(2013-2015), this paper conclude that the network public opinion crisis can not only raise the attention of tourism destination, but also can reduce the reputation of related tourism destination, causing damage to the destination reputation.Through the analysis of the "Qingdao huge prawn bill" event’s propagation and disposal process and network concerns before and after the incident, it is concluded that the reasons which damaged Qingdao reputation in the crisis are as follows:first of all, the official crisis management lagged; second, the official crisis public relations capacity is low; third, opinion leaders raise the proportion of negative public opinion of Qingdao; forth, the lack of government power in public opinion monitoring; fifth, the chaos of Qingdao tourism market; sixth, the paralysis of public power; seventh, the oversight of image management of Qingdao city.Therefore, in the network public opinion crisis prevention, tourist destination shall establish a internet opinion long-term monitoring mechanism, pay particular attention to specified period internet opinion. To fundamentally eliminate the hidden trouble, tourist destination should:strengthen market supervision and promote the destination tourist industry norms upgrade, innovate management system and solve the tourism market regulation problems, strengthen the security management to ensure the safety of tourists’life and property, strengthen the management of service to improve service quality, strengthen the positive publicity to increase the intensity of tourism destination marketing. Tourist destination when confronted with crisis of network public opinion, should:grasp the golden period of crisis management to enhance the timeliness of crisis management, public crisis management process to guarantee the transparency of information release, maintain the rights and interests of tourists to ensure the official act straight, public factual information to maintain the credibility of tourist destination, set up news spokesman system to ensure the information release be consistent, listen to the opinion leaders sound to correctly guide public opinion.