A Study On The Effect Of Tourism Internet Public Opinion Crisis On The Tourism Destination Image

The losses caused by the traditional crisis are always measured by the casualties and properties, while caused by the internet public opinion crisis are more reflected on the reputation or imagine. With the rapid development of social network, the tourism internet public opinion crises occur frequently, and it has made a significant negative impact on the China’s tourist industry. The need of related theoretical research is urgent. In view of the absence of the research on the effects of tourism internet public opinion crisis; And the research of negative impact factors of tourism destination image, is just focuses on the traditional crises. In order to explore the impact of the tourism network public opinion crisis on the tourism destination image, on the fundation of the existing reference and the relevant theories, based on the tourists perception perspective, combined with the qualitative, quantitative and empirical research methods, this research mainly draw the following conclusion:1.Significant perceptive differences of the tourism internet public opinion crisis and tourism destination image occurred in the parts of demographic characteristics.2.Under the background of tourism internet public opinion crisis, the imagine of tourism resource, tourism environment, tourism management is still affects the intention to destination, and the impact of tourism resource is the largest. But different from the normal situation is that the brand imagine has no significant effect on it.3.Each dimension of the tourism cognitive image, tourism resource, tourism management, tourism environment and tourism brand, is mainly affected by the government’s response to the event, the percetion of the reasions why it happened take the second place.4.The impact of the tourism internet public opinion crisis on the intention to the related tourism destination is tiny, and is mainly affected by the government’s response to the event, the percetion of the reasions why it happened has no significant effect on it.5. The impact of the tourism internet public opinion crisis on the overall destination imagine is significant, and is mainly affected by the government’s response to the event, the percetion of the reasions why it happened take the second place.6.It fails to directly prove that the spread of public opinion has the significant influence on the tourist destination image via the tourists perception perspective, proving that the perception perspective is not suitable for the research of how the spread of public opinion affect the tourism destination image.