The Research On The Response Of Tourism Network Public Sentiment Crisis

The increase of tourist travel and the great change of media environment have increased the frequency and difficulty of tourism public opinion crisis.For the tourism authorities and government departments at all levels,it is a challenge to grasp the characteristics of the current public opinion environment and do a good job in dealing with the crisis of tourism public opinion.This paper selected 388 cases of negative tourism public opinion from January 2015 to December 2016,and carried out a comprehensive analysis of the response of 30 typical cases.Based on the analysis of the characteristics of the online public opinion crisis and the overall situation of the current online public opinion,this paper proposes an effective strategy to deal with the crisis of tourism online public sentiment crisis.This paper found that the tourism network public sentiment crisis has its own characteristics,such as involving multiple subjects,varied cause of the incident,time and space distribution,and will result in destructive results.In the process of tourism public opinion evolution,micro-content quickly lead to public opinion storm,leading to a sharp increase of negative word-of-mouth in the tourism network and causes serious damage to the brand image of many tourist destinations.In the response of the tourism network public sentiment crisis,through the analysis of the typical cases,the response speed,the response channel,the coping discourse and the response effect,we can see that some achievements have been made,and some of the events obtained the public opinion response due to the timely response and high interaction.However,there are still some problems,such as lack of coordination,lack of dynamic response,single release platform,inappropriate response to speech and ineffective follow-up repair.This is due to the limitations of the tourism management sector,but also due to the tourism network public sentiment crisis itself is difficult to control.In the face of the frequent occurrence of the crisis of tourism network sentiment crisis,this paper points out that it is necessary to improve the operation mechanism of public sentiment crisis management in tourism network,strengthen the supervision of tourism network public sentiment crisis,perfect the response system of tourism public sentiment crisis,improve the response effect of tourism public sentiment crisis,and strengthen the restoration and management of the tourism network public sentiment crisis.