The Information Intervention Mechanism Of Tourism Public Opinion Crisis And Its Effect

With the continuous upgrading of the Internet infrastructure,the speed of network information interaction is getting faster and faster.The network has gradually become the source of public opinion generation,the distribution center of public opinion dissemination,the main battlefield of public opinion confrontation.Some common negative tourism events can easily be amplified and spread through the network public opinion,and quickly evolve into a serious tourism public opinion crisis,damaging the image of tourism destinations and threatening the sustainable development of tourism destinations.Therefore,in order to effectively control the trend of public opinion in tourism crisis events,it is necessary to take necessary measures to intervene in a timely manner,and the demand for the construction of intervention mechanism and effectiveness research of tourism public opinion crisis events is more urgent.Based on this,this study took tourism public opinion crisis event,event attitude,destination image and tourism intention as main variables,and explored the influence relationship among variables and the moderating effect of intervention mechanism on each path.By sorting out relevant research literature,a structural equation model of intervention mechanism for crisis events in tourism public opinion was constructed.Meanwhile,the grounded theory was used to extract information from news and information,the intervention mechanism scale was developed,and an empirical survey was conducted in the form of offline questionnaires.The findings are as follows: first,tourism public opinion crisis events have a positive impact on the event attitude,and a negative impact on the destination image and tourism intention,and the event attitude has a negative impact on the destination image and tourism intention.Secondly,event attitude plays a part in mediating the relationship between tourism public opinion crisis events and destination image,and event attitude plays a part in mediating the relationship between tourism public opinion crisis events and tourism intention.Thirdly,the intervention mechanism of concealment,avoidance,investigation and disposal,apology and compensation has a moderating effect on the relationship between crisis events and attitudes of tourism public opinion.The mechanism of covering up,avoiding,investigating and dealing with,modifying and improving has a moderating effect on the intensity of the relationship between tourism public opinion crisis events and destination image.The intervention mechanism of investigation and disposal has a regulating effect on the relationship between tourism public opinion crisis events and tourism intention.The intervention mechanism of concealment avoidance and investigation has a moderating effect on the relationship between the incident attitude and the destination image.All kinds of intervention mechanisms have no regulating effect on the relationship between incident attitude and tourism intention.This study USES empirical research to quantify the effect of the information intervention mechanism of tourism public opinion crisis events.The research suggests that the crisis of tourism public opinion should be constructed from four aspects: concealment and avoidance,investigation and disposal,apology and compensation,correction and improvement.It provides a reference for the tourism government to deal with and control the risk of public opinion crisis.