Research On Public Opinion Of Tourism Network Based On Social Media Interaction

The development of Internet technology and social media has brought a large number of users.Users carry out information and emotional communication and exchanges on social media platforms.The information contains the user's true feelings and subjective evaluations.They use social media user information for the development of tourism.It is very important,especially the relationship between social media and the spread of tourism public opinion,which has increasingly attracted the attention of scholars.As we all know,tourism public opinion communication is an important part of tourism destination public opinion management,and it has become a hot and important issue in the field of tourism research.In addition,as a new type of information dissemination tool,social media is becoming the main way for people to obtain and disseminate information,changing the way people think and behave,and has a profound impact on the management of public opinion at their destination.It is worth noting that in the online field,tourist destinations have attracted more attention than ever before,and their impact cannot be ignored.In particular,the risk factor for the spread and spread of negative events is constantly increasing,and there is a huge potential crisis..In addition,social media users have a low threshold for information dissemination and emotional diffusion,which accelerates the dissemination of tourism public opinion,which can easily damage the brand image of the tourism destination and seriously damage the reputation and reputation of the tourism destination.In this context,focusing on the issue of travel public opinion communication,exploring the relationship between social media user interaction and travel public opinion communication,and identifying the rules of public opinion communication are the necessary issues for the current travel destination public opinion management.In order to explore the path and mechanism of social media users to influence the spread of tourism public opinion This article takes the Heilongjiang Xuexiang slaughter event as an example.First,through the "Eight Catch Fish Collector",it crawls the WeChat public account and the Weibo hot search user comment information of the Xuexiang slaughterer to deeply dig into the Xuexiang slaughterer event Topics for discussion among social media users during the communication process.Then,drawing on the network field theory and the fine possibility model,the topics of text mining are inductively coded,and the theory extracts key topic concepts(government response,event factors,geographical image)and social media user interaction(information interaction and emotional interaction)path.Furthermore,based on theoretical deduction and hypothesis deduction,a travel public opinion propagation path model of social media user interaction is constructed.Finally,a questionnaire survey is conducted based on the travel public opinion propagation path model to empirically test the characteristics and mechanisms of social media user interaction(information interaction and emotional interaction)and travel public opinion spread,and to explore the inherent laws of travel public opinion spread.The research conclusion shows that:in the online field,the regional image,event factors,and government responses of destination public opinion topics spread travel public opinion through two paths of social media user interaction(information interaction and emotional interaction),of which the government response to social media users Public opinion communication has the greatest influence;while the regional image affects the user's public opinion communication only through emotional interaction paths;at the same time,the event factor is also a topic that social media users are keen to discuss.In addition,information interaction and emotional interaction directly affect the dissemination of destination tourism public opinion.Based on the above research conclusions,the destination government should pay close attention to the topics discussed by social media users when responding to tourism public opinion events,always pay attention to and monitor the development of online public opinion,respond to social media users' concerns in a timely manner,and dispel the anger of netizens.In addition,the destination government can also formulate different coping strategies in different ways,and use new technologies and new methods to reconcile the differences in the audience's cognition,emotion,and attitude in the network field,so as to influence and control the spread of the destination public opinion event.purpose.