| With the development of economy and the increase of living standards,travelling has become an indispensable part of society today.Since the COVID-19 outbreak in 2019,the outbound travel market space has been squeezed.The consumption demands have been released and the consumer trend is shifting to domestic travel such as the overheated weekend outing,family trip and study tour which are called "Micro-travel".In the battle of constructing a new consumption scenario and reshaping the entrepreneurial structure,travel companies have been shaken up and reshuffled.In the process of consumption,travel products is essentially a kind of consumption experience which is extremely easy to result in tourists’ dissatisfied complaints,and the occurrence of public opinion crisis is inevitable.Additionally,with the development of the Internet,it seems that "we-media",which completely changing the channels of spreading information,"flies into the common family" overnight and makes ordinary people let their voices heard on various social-networking and community sites and it has greatly increased the probability of public opinion crisis.In the era of "we-media",it has become an unavoidable task for travel companies to face public opinion crisis which should be solved correctly.This paper sets the research background after the concept of communication called "we-media era",and the influence of we-media on public opinion crisis of travel companies is summarized by analyzing the characteristics of we-media.On this basis,it analyzes the current public opinion crisis events in the tourism industry and finds out the travel network public opinion’s own characteristics such as involving multiple bodies,diverse causes,concentrated spatial and temporal distribution,and causing serious damage to the corporate image.In the case study of travel network public opinion crisis,H Travel Company is selected as the research object,and its development history and organizational structure are introduced and analyzed.So is the development situation of the local tourism industry.Taking the fighting event in tourist resort as a typical case,relying on the four-stage theory of crisis management,this paper reveals the evolution process and characteristics of travel network public opinion crisis in the incubation period,generation and outbreak period,continuous evolution period and resolution and remoulding period.In addition,in order to try to find out the common factors of the travel network public opinion crisis events and find pathways to solve the crisis,this paper uses questionnaires to make the problems which are existing in public opinion guidance,public opinion monitoring and public opinion treatment within the company clear.In terms of the response to the travel network public opinion crisis,this paper fulfills the analysis of the four evolutionary stages of the case and provides the coping strategies with respect to early warning,monitoring,response and marketing,so as to be better able to help companies carry out the systematic construction of public opinion management.Finally,in the face of frequently occurred travel network public opinion crisis,this paper holds that travel companies should improve the quality of its products and service level at the first place in order to reduce the occurrence of public opinion or even decreasing complaints.Since the travel network public opinion crisis meets the life cycle law of crisis development,companies should first distinguish the development stage of public opinion crisis and take some countermeasures at different levels.All actions should be based on sincere communication,in which traditional media and we-media platforms could be taken advantage of.It is necessary to improve the feedback mechanism in public opinion crisis and establish the work flow of public opinion treatment,so as to enhance the effect of feedback,change the crisis into the chance and promote the brand influence of travel companies. |
