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The purpose of this paper is to provide a review of hospitality and tourism studies that have used social media analytics to collect, examine, summarize and interpret “big data” derived from social media. It proposes improved approaches by documenting past and current analytic practice addressed by the selected studies in social media analytics.

Studies from the past 18 years were identified and collected from five international electronic bibliographic databases. Social media analytics-related terms and keywords in the titles, keywords or abstracts were used to identify relevant articles. Book chapters, conference papers and articles not written in English were excluded from analysis. The preferred reporting items for systematic reviews and meta-analyses (PRISMA) guided the search, and Stieglitz and Dang-Xuan’s (2013) social media analytics framework was adapted to categorize methods reported in each article.

The research purpose of each study was identified and categorized to better understand the questions social media analytics were being used to address, as well as the frequency of each method’s use. Since 2014, rapid growth of social media analytics was observed, along with an expanded use of multiple analytic methods, including accuracy testing. These factors suggest an increased commitment to and competency in conducting comprehensive and robust social media data analyses. Improved use of methods such as social network analysis, comparative analysis and trend analysis is recommended. Consumer-review networks and social networking sites were the main social media platforms from which data were gathered; simultaneous analysis of multi-platform/sources of data is recommended to improve validity and comprehensive understanding.

This is the first systematic literature review of the application of social media analytics in hospitality and tourism research. The study highlights advancements in social media analytics and recommends an expansion of approaches; common analytical methods such as text analysis and sentiment analysis should be supplemented by infrequently used approaches such as comparative analysis and spatial analysis.

本文对酒店旅游学科中采用社交媒体数据分析的文献进行梳理。本文通过审阅其相关分析方法的文献来提出分析方法的改进策略。

样本数据包括过去18年中五个国际在线文献索引库中的文献。搜索通过标题、关键词、或者摘要中出现社交媒体数据分析等相关字样的文章。书章节、会议文章、以及非英文文章未被收录在索引中。系统回顾和文献综述的方法（PRISMA）指导本文文献索引, Stieglitz和Dang-Xuan（2013）社交媒体数据分析框架作为本文文献分类的方法。

本文汇报了每篇文献的研究目的以及系统归类以更好理解社交媒体数据分析的研究问题以及每种方法的使用频率。自2014年起, 社交媒体数据分析快速增长, 以及其他相关分析方法, 包括精度测试（accuracy testing）。这些结果表明更多全面、稳定的分析方法需求增强以及竞争激烈。本文推荐使用改良方法, 比如社交网络分析法、比较分析、趋势分析等。消费者评价网络和社交网站成为主要社交媒体网络数据的提供平台。本文推荐多源数据应该同步分析以提高有效性和全面性的理解。

本文是首篇酒店旅游领域中对社交媒体数据分析的系统文献回顾型文章。本文强调了社交媒体数据分析的先进性以及扩展其方法的全面性；常见分析方法比如文本分析和情感分析应该结合非常见的分析方法比如比较分析法和空间分析法进行系统分析。

关键词 – 关键词 对比分析, 情感分析, 用户原创内容,社交媒体分析, 主题模型, 空间分析, 文本分析文章类型 文献综述

Tourism review (TR) celebrates its 75th anniversary in 2020. The purpose of this paper is to proffer a holistic overview of TR based on bibliometric analyses of the publications from 2001 to 2019.

The research method entails performance analyses and science mapping analyses on TR. The performance analyses engage a sequence of bibliometric statistics, including citation analysis, most cited authors and papers, most influential and productive authors, countries and institutions to name a few. The authors also used visualization of similarities viewer to perform the science mapping analysis of TR based on co-citations of cited authors, bibliographic couplings of authors and countries and co-occurrences of authors’ keywords from 2001 to 2019 and from 2014 to 2019. To examine the thematic evolution using SciMAT, a de-duplicating process was conducted in which 1,485 keywords were refined to 128 word groups before thematic evolution map and strategic diagrams for the three sub-periods were generated.

The thematic evolution map revealed ten thematic areas. The key themes of each of these thematic areas are destination studies, tourism destination and hospitality tourism; destination studies, competitiveness and innovations, co-operations and experience tourism; business studies, sports tourism, tourism destination and satisfaction; quality studies, networks, social studies and co-operation; business model and sports tourism; tourism management and tourism destination; political studies, perception and satisfaction; political studies, sustainability studies, social studies and health tourism; behavior, perception and satisfaction; and cultural tourism and tourism destination.

The study has managed to unveil the key trends of publications, authors, affiliations, nations and authors’ keywords. The findings are useful for potential authors to have a quick snapshot of what is expected from and what is happening in TR.

The study serves as a historical record of TR’s publications. It presents comprehensive bibliometric analyses of the publications in TR and identifying the key research trends.

Tourism Review（TR）将于2020年庆祝其成立75周年。本论文研究的目的是基于2001年至2019年出版的相关文献数量加以分析, 并对TR进行全面概述。

研究方法需要对TR进行性能分析和科学映射分析。绩效分析涉及一系列的文献数量统计, 包括引用分析：引用最多的作者和论文, 最具影响力和生产力的作者, 国家和机构。作者们还使用VOSviewer对引用作者的共同引用, 作者与国家/地区的书目耦合以及2001年至2019年以及2014年至2019年共同出现的作者关键词来进行TR的科学制图分析, 并使用SciMAT, 进行了重复数据删除过程, 将1485个关键字简化为128个词组, 进行随后三个阶段主题性的进化图与策略图的制作。

从2001年到2019年, TR的出版物和其引用率出现了巨大的飞跃, 因为它引起了全世界各项研究人员, 机构和国家的极大兴趣。被引用最多的文献和最有影响力的作者多来自发达国家的机构, 包括美国（US）, 英国（UK）以及其他欧洲和大洋洲国家。但是, 亚洲和非洲大陆的国家也正在加入潮流, 并开始在TR中树立影响力。

该研究设法揭示了出版物, 作者, 隶属关系, 国家和作者的关键词的主要趋势。这些发现对于有潜能的作者快速了解TR预期和正在发生的事情很有帮助。

这项研究可作为TR出版物的历史记录。它将提供TR出版物的综合文献计量分析, 并确定了关键的研究趋势。

旅游期刊, 文献计量分析, 科学制图, 书目耦合, 共引, 共现, VOSviewer, SciMAT

研究论文

Tourism Review (TR) celebra su 75 aniversario en 2020. El objetivo de esta investigación es ofrecer una visión global de TR basada en análisis bibliométricos de las publicaciones de 2001 a 2019.

el método de investigación implica análisis de rendimiento y análisis de mapeo científico en TR. Los análisis de desempeño involucran una secuencia de estadísticas bibliométricas, que incluyen análisis de citas, autores y artículos más citados, autores más influyentes y productivos, países e instituciones, por nombrar algunos. Los autores también utilizaron el VOSviewer para realizar el análisis de mapeo científico de TR basado en citas compartidas de autores citados, acoplamientos bibliográficos de autores y países y co-ocurrencias de las palabras clave de los autores desde 2001 hasta 2019 y desde 2014 hasta 2019. Para examinar el evolución temática utilizando SciMAT, se llevó a cabo un proceso de desduplicación en el que se refinaron 1485 palabras clave a 128 grupos de palabras antes de que se generaran mapas de evolución temáticos y diagramas estratégicos para los tres subperíodos.

hay un salto gigantesco en las publicaciones, así como las citas de TR de 2001 a 2019, ya que ha ganado mucho interés por parte de varios investigadores, instituciones y países de todo el mundo. La mayoría de los autores más citados e influyentes provienen de instituciones de países desarrollados, incluidos los Estados Unidos (EE. UU.), El Reino Unido (Reino Unido) y otras naciones europeas y de Oceanía. Sin embargo, países de los continentes asiático y africano se están uniendo al carro y comenzaron a establecer su influencia en TR.

el estudio ha logrado revelar las tendencias clave de publicaciones, autores, afiliaciones, naciones y palabras clave de los autores. Los hallazgos son útiles para que los autores potenciales tengan una instantánea rápida de lo que se espera de lo que está sucediendo en TR.

el estudio sirve como un registro histórico de las publicaciones de TR. Presenta análisis bibliométricos exhaustivos de las publicaciones en TR e identifica las tendencias de investigación clave.

The purpose of this conceptual paper is to underline several issues related to cybersecurity in the hospitality industry; address the importance of evaluating cyber risks, vulnerabilities and capabilities; and provide suggestions for hospitality operators to minimize the damage that cyberattacks could cause. Future research addressing cyber threats is a call to action.

To understand the occurrence and the impact of information security, the researchers reviewed the previous research regarding information security and used the database from Privacy Rights Clearinghouse and collected 76 information security incidents in the US hospitality industry since 2006.

The increasing frequency of data breach incidents from 2006 to 2017 indicates that the issue of cybercrimes has become more critical in the hospitality industry.

This conceptual paper sheds light on the issues of cybersecurity in risk assessment and heightens the necessity of discussing data breach issues in future hospitality research.

本论文旨在提出几项有关酒店行业网络安全的问题, 并指出网络风险评估的重要性、脆弱性、以及能力, 本论文对酒店行业人如何减少网络攻击所带来的损害有着建设性意义。未来科研应该加强对网络威胁方面的研究工作。

为了了解信息安全的缘由和影响, 本论文作者审阅了有关信息安全的文献, 并且借用隐私权咨询中心（Privacy Rights Clearinghouse）的数据库, 采集了自2006年以来美国酒店行业76起信息安全事件, 以进行分析研究。

本论文发现自2006年起至2017年, 数据泄露事件发生频率在与日俱增。此现象表明网络犯罪在酒店行业已经成为越来越严重的问题。

本论文是理论性文章, 其研究结果对风险评估中的网络安全问题有着启示作用, 此外, 本论文还重点提出了未来酒店管理研究方向, 应该着重研究数据泄露问题。

关键词 网络安全 、数据泄露事件 、风险评估 、信息技术 、酒店行业

Evidence suggests that electronic word-of-mouth (eWOM) plays a highly influential role in decision-making when booking hotel rooms. The number of online sources where consumers can obtain information on hotel ratings provided has grown exponentially. Hence, a number of companies have developed average scores to summarize this information and to make it more easily available to consumers. Furthermore, official star rating schemes are starting to provide these commercially developed average scores to complement the information their schemes offer. The purpose of this paper is to examine the robustness of these systems.

Average scores from different systems, and the scores provided by one rating site were collected for 200 hotels and compared.

Findings suggested important differences in the ratings and assigned descriptive word across websites.

The results imply that the application of average scores by official organizations is not legitimate and identifies a research gap in the area of consumer and star rating standardization.

The paper is of value to the industry and academia related to the examination of rating scales adopted by major online review tourism providers. Evidence of malpractice has been identified and the adoption of this type of scales by official star rating schemes is questioned.

事实证明线上口碑效应（eWOM）在酒店房间预定决策中占有重要位置。消费者能够获取的酒店评定的在线资源已经显著增长。因此, 一些公司已经研发出一套均值评定技术来整合这些信息, 为消费者提供更容易掌握的信息资源。此外, 官方星级评级策略已经开始通过这些商家开发的均值整合技术来完善其星级评定结果。这也就导向了对这些评定系统的科学性提出疑问, 本论文旨在解决这方面的研究。

研究样本包括200家酒店的不同系统均值信息和同一评定网站的评定信息。本论文对其两种来源的评定信息进行了对比。

研究发现不同网站的评级和给与的描述语言差别很大。

研究结果表明采用官方机构指定的均值整合系统并不是合理的, 并指出了消费者和星级评定标准方面的研究有着很大的理论缺口。

本论文对于行业和学术界在大型在线旅游评价网站提供的评定信息方面有很重要的价值。研究事实表明行业错误规范真正存在, 对于采用官方星级评定系统的这种评价存在质疑。

关键词 eWOM、酒店、均值评定、星级评定系统、在线评论

The purpose of this study is to investigate the moderation effects of the Big Five personality traits on the relationships between holistic experience constructs (i.e. servicescape and other visitors’ behaviours), emotional responses and revisit intention in the context of winery visitation experiences in Greece.

The study adopts a holistic approach to visitor experience and suggests that visitors base their experience perception on the servicescape’s attributes and other visitors’ suitable behaviours. Path analysis was adopted to measure the impact of these constructs on visitors’ emotions and the role these emotions play in predicting visitors’ revisit intentions. The moderation effect of the Big Five personality traits in such relationships was examined using the SPSS PROCESS. A self-administered, highly structured questionnaire was distributed to winery visitors in Greece; a total of 615 responses were used in data analysis.

The results indicate that all the examined relationships become stronger as a result of visitors having high or average scores for openness, extraversion, agreeableness and conscientiousness, or low scores for neuroticism.

The findings enhance the existing literature pertaining to experiential marketing, wine tourism marketing and the role of personality in tourism by providing new insights.

The overall findings may benefit wineries in their efforts to carry out the following: increase visitors’ revisit intentions; design and manage the winery environment and the winery experience effectively; and design marketing strategies.

The paper’s originality lies in providing information to clarify the role of visitors’ personalities as a contributing factor to their emotional stimulation and their revisit intentions in terms of both constructs of experience (i.e. servicescape and other visitors’ behaviours). Furthermore, this study attempts to respond to recent calls to conduct multidimensional research on the servicescape construct, focusing on both the substantive staging of the servicescape and the communicative staging of the servicescape. Finally, the present study provides new and practical insights regarding the winery experience in the Greek context – an area where very limited research has been conducted so far.

本研究的目的是在希腊酒庄参观体验情境下探讨五大人格特质对整体体验建构(即服务场景、其他游客行为)、情绪反应和的重游意愿之间关系的调节作用。

本研究采用了一种游客体验的整体性方法, 并建议游客将他们的体验感知建立在服务景观的属性和其他游客的适当行为上。采用路径分析法来衡量这些建构对游客情绪的影响, 以及这些情绪在预测游客重访意图中所起的作用。运用SPSS软件, 分析了五大人格特质在关系中的调节作用。给希腊的酒庄游客发放了高度结构化的自填问卷, 最终回收615份问卷用于数据分析。

结果表明, 由于游客在开放性、外向性、亲和性和尽责性方面有较高或平均的得分, 或在神经质方面得分较低, 所有被调查的关系变得更强了。

丰富了现有的关于体验营销、葡萄酒旅游营销和个性在旅游中的作用的文献。

总的研究结果将有利于酒庄努力实现以下目标:a.增加游客的重游意愿;b.有效地设计和管理酒庄环境和酒庄体验;c.设计营销策略。

通过提供信息, 明确了游客的个性在两种体验构建（即服务场景和其他来访者行为）中作为情感刺激和重游意愿的促成因素的作用。此外, 本研究试图响应最近对服务场景构建进行多维研究的呼吁, 既关注服务场景的实质阶段(SSoS), 也关注服务场景的交际阶段(CSoS)。最后, 本研究提供了关于在希腊背景下的酒庄体验的新的、实用的见解——目前为止, 相关领域的研究都还非常有限。

关键词 葡萄酒旅游, 酒庄体验, 游客情感, 游客行为意向, 五大人格特质

El objetivo de este estudio es investigar el efecto moderador de los Cinco Grandes rasgos de la personalidad sobre las relaciones entre los constructos de la experiencia holística (como, por ejemplo, servicescape, otros comportamientos de los visitantes) las respuestas emocionales, y la intención de repetir en el contexto de las experiencias de la visita de bodegas en Grecia.

El estudio adopta un enfoque holístico de la experiencia del visitante y sugiere que los visitantes basan su percepción de la experiencia en los atributos del servicescape y en otros comportamientos adecuados de los visitantes. Se utilizó el análisis de pautas (Path Analysis) para medir el impacto de estos constructos en las emociones de los visitantes y el papel que estas emociones juegan en la predicción de las intenciones de repetir de los visitantes. El efecto moderador de los Cinco Grandes rasgos de personalidad en tales relaciones fue examinado usando SPSS PROCESS. Se distribuyó un cuestionario autoadministrado y altamente estructurado a los visitantes de bodegas en Grecia; se utilizaron 615 respuestas para el análisis de los datos.

Los resultados indican que todas las relaciones examinadas se vuelven más fuertes en el caso de los visitantes que tienen puntuaciones altas o medias de apertura, extraversión, amabilidad y conciencia, o bajas puntuaciones de neurotismo.

Los resultados mejoran la literatura existente relativa al marketing experiencial, el marketing del turismo enológico y el papel de la personalidad en el turismo, proporcionando nuevas perspectivas.

Los resultados globales pueden beneficiar a las bodegas en sus esfuerzos por llevar a cabo lo siguiente: a. aumentar la intención de los visitantes de repetir, b. diseñar y gestionar el entorno de la bodega y la experiencia enológica de manera efectiva, y c. diseñar estrategias de marketing.

La originalidad del trabajo radica en proporcionar información para aclarar el papel de la personalidad de los visitantes como un factor que contribuye a su estimulación emocional y sus intenciones de repetir en términos de ambos constructos de la experiencia (p. ej., servicescape y otros comportamientos de los visitantes). Además, este estudio intenta responder a los recientes requerimientos de realizar investigaciones multidimensionales sobre el constructo servicescape, centrándose tanto en la puesta en escena sustantiva del servicescape como en la puesta en escena comunicativa de la misma. Por último, el presente estudio aporta nuevas ideas prácticas sobre la experiencia enológica en el contexto griego, un ámbito que, hasta ahora, cuenta con un número limitado de investigaciones.

Enoturismo, Experiencia enográfica, Emociones del visitante, Intenciones conductuales del visitante, Cinco grandes rasgos de personalidad

trabajo de investigación

This study aims to use Foucault’s theory of heterotopian space to interpret peer-to-peer (P2P) accommodation experiences by considering the perceptions of Airbnb hosts and guests.

Data for this study were collected through the use of semi-structured interviews with Airbnb hosts and guests of different cultural backgrounds.

Informed by Foucault’s heterotopology, study findings identify and discuss the spatial dimensions at the micro-scale that distinguish P2P accommodation space from traditional hospitality spaces, arguing that P2P accommodation represents an interstitial space within the tourism system that triggers a reordering of resources, skills and meanings.

The paper introduces a cutting-edge perspective on how P2P accommodation spatiality may be viewed or approached in a meaningfully different manner, particularly advancing knowledge on how prescribed roles and practices in hospitality are being redefined.

共享经济：分析作为福柯异托邦的点对点住宿

本次研究通过福柯的“异托邦”空间理论, 结合考虑Airbnb房东与房客双方的看法, 来对点对点（P2P）住宿的体验进行解释阐述。

本次研究所用数据是通过对Airbnb的房东及来自不同文化背景的房客进行半结构访谈所收集的。

在福柯“异质拓扑学”理论的启发之下, 本次研究所取得的结果在微观的尺度上确定了一些使P2P住宿空间有别于传统酒店空间的空间维度, 并对此展开讨论。研究还认为P2P住宿代表了旅游系统中的间隔空间, 能够促使资源、技能与意义等重新排序。

本文引入了一种前沿观点, 来以一种有意义的不同方式对P2P住宿空间的展开审视与探讨, 尤其是针对重新定义酒店角色与做法的这一方面给予先进的知识。

关键词 点对点（P2P）住宿；Airbnb；异托邦；福柯；空间；共享经济

研究论文

Consumo colaborativo: Alojamiento entre pares como heterotopía Foucaultiana

Este estudio utiliza la teoría de Foucault del espacio heterotópico para interpretar las experiencias de alojamiento entre pares (P2P) al considerar las percepciones de hospedantes y huéspedes en Airbnb.

Los datos para este estudio fueron recolectados mediante el uso de entrevistas semiestructuradas con hospedantes y huéspedes de Airbnb de diferentes orígenes culturales.

Informados por la heterotopología de Foucault, los hallazgos del estudio identifican y debaten dimensiones espaciales a pequeña escala que distinguen el espacio de alojamiento P2P de los espacios residenciales tradicionales, argumentando que el alojamiento P2P representa un espacio intersticial dentro del sistema turístico que activa un reordenamiento de los recursos, habilidades y significados.

El documento presenta una perspectiva de vanguardia sobre cómo la espacialidad del alojamiento P2P puede ser vista o manejada de una manera sustancialmente diferente, particularmente desarrollando conocimientos sobre cómo se redefinen las funciones y prácticas prescritas en el sector de alojamientos.

Alojamiento entre pares (P2P), Airbnb, Consumo colaborativo, Heterotópico, Foucault, espacio

Trabajo de investigación

The purpose of this paper is to study tourists’ spatial and psychological involvement reflected through tourism destination image (TDI), TDI is divided into on-site and after-trip groups and the two groups are compared in the frame of three-dimensional continuums.

By conducting latent Dirichlet allocation (LDA) modeling to tourism user-generated content, structural topic models are established. The topics separated out from unstructured raw texts are structural themes and representations of TDI. Social network analysis (SNA) reveals the quantitative and structural differences of three-dimensional continuums of the two TDI groups.

The findings reveal that from the stage of on-site to after-trip, tourist perception of TDI shifts from psychologically to functionally-oriented, from common to unique, and from holistic to more attribute focused. Also, it is suggested that from a postmodernism perspective, TDI is never unique, fixed or universal, but has different image perceptions and feedbacks for different tourists.

With the assistance of social sensing, a panoramic view of TDI could be established. Targeted and precision destination marketing and image promotion could be applied out to each individual tourist.

Combining with the perspectives of the tourist-destination space system and the tourism involvement theory, this research proposes a TDI transformation model and an explanation of the internal mechanism. The originality of research also lies in the methodological innovation of social sensing data and the LDA topic model.

本研究针对旅游目的地形象（TDI）及其体现出的游客空间和心理涉入, 将旅游目的地形象划分为在场形象和游后形象, 并将二者在TDI三维连续体（Three-dimensional continuums）框架下进行比较。

本研究应用内容分析法, 通过对旅游用户生成内容（tourism UGC）进行LDA（Latent Dirichlet Allocation）建模, 从非结构化的原始文本中建立起结构化的语义主题模型, 并且应用社会网络分析（Social Network Analysis）, 从定量和结构化的角度揭示了游中与游后目的地形象的差异。

研究发现, 从游中到游后, 游客的目的地形象感知经历了从心理到功能、从一般到特殊、从整体到属性的转变。同时, 基于后现代主义的视角, 旅游目的地形象并不是唯一的、固定的或放之四海而皆准的, 而是在不同的游客感知中有不同的形象和体现。

应用社会感知（Social Sensing）理论可以全面解析旅游目的地形象。同时可以针对特定游客采取精准定点的旅游目的地营销和形象推广手段。

本研究从旅游目的地空间系统和旅游涉入理论视角出发, 提出了旅游目的地形象转变的模型和其内在机制解释, 在方法上创新性地使用了社会感知数据和LDA主题模型。

关键词 旅游目的地形象, 在场形象, 游后形象, 旅游用户生成内容 (tourism UGC), LDA（Latent Dirichlet Allocation）建模, 社会感知

Para estudiar el grado de participación espacial y psicológica de los turistas reflejado en la imagen del destino turístico (TDI), el TDI se divide en grupo en el sitio y grupo posterior al viaje, y los dos grupos se comparan en el marco del continuo tridimensional.

Al modelar la posible asignación de Dirichlet (LDA) del contenido generado por el usuario turístico (UGC), se estableció un modelo de tema estructural. El tema que está separado del texto original no estructurado es el tema estructurado y la representación de TDI. El análisis de redes sociales reveló diferencias en el número y la estructura de los continuos tridimensionales de los dos grupos de TDI.

Los resultados de la encuesta muestran que, desde la escena hasta los viajes, la percepción de los turistas de TDI cambia de orientación psicológica a funcional, de lo ordinario a lo único, y de una atención general a más. Además, se sugiere que desde una perspectiva posmoderna, TDI nunca es único, fijo o universal, sino que tiene diferentes percepciones de imagen y comentarios para diferentes visitantes.

Con la ayuda de la detección social, se podría establecer una vista panorámica de TDI. El marketing de destino y la promoción de imágenes dirigidos y precisos podrían aplicarse a cada turista individual.

Combinando con las perspectivas del sistema espacial de destino turístico y la teoría de la participación turística, esta investigación propone un modelo de transformación TDI y la explicación del mecanismo interno. La originalidad de la investigación también radica en la innovación metodológica de los datos de detección social y el modelo de tema LDA.

The purpose of this paper is to propose and test an extended theory of planned behavior model (TPB) to explain how following destination Facebook pages impacts travelers’ visit intention.

The study asked 252 participants to follow a destination’s Facebook page for three months before they completed the survey. An integrative model combining theory of planned behavior, social influence theory and attitude toward the ad was proposed. Partial least squares structural equation model (PLS-SEM) was used in testing the proposed model.

The findings indicated that the three social influences (compliance, identification and internalization) all significantly impacted visit intention both directly and mediated by subjective norm. Facebook page experience also significantly influenced visit intention mediated by perceived behavioral control. However, both attitude toward the destination and attitude toward messages were not significantly associated with visit intention.

The findings of this study revealed important practical implications for destination marketing organizations (DMOs) to leverage Facebook marketing. Specifically, DMOs should pay extra attention to the social influence of Facebook pages, especially identification, and also use Facebook pages to reduce perceived behavioral control of potential visitors.

This study was one of the first attempts to explore the factors influencing visit intention of destination Facebook fans based on an extended TPB model. The study also contributed to the literature of using PLS-SEM in predicting behavioral intention through a reflective-formative higher-order model.

本论文旨在建立和验证一个扩展的计划行为模型, 用来解释旅游目的地Facebook如何影响游客旅游意图。

252人参与本研究项目, 他们实际关注了一个旅游目的地Facebook三个月, 然后填写了问卷。本论文以计划行为模型、社会影响理论、以及广告认知理论等为基础, 建立一体化模型。本论文采用偏最小二乘回归结构方程模型（PLS-SEM）验证这个一体化模型。

三种社会影响因素（从众、认同、内化）均对旅游意图有直接和间接的影响。Facebook体验也对于旅游意图, 通过知觉行为控制的中间调解作用, 有显著影响。然而, 目的地态度和信息的态度并未显著地与旅游意图有关。

本论文结果对于旅游目的地管理机构（DMOs）如何使用Facebook营销有着实际启示作用。特别的是, DMOs应该更加关注Facebook的社会影响方面, 比如认同, 以及使用Facebook来减少潜在游客的知觉行为控制。

本论文是首先几篇以TPB模型为基础, 探索目的地Facebook粉丝效应的旅游意图的文章。本论文还对于使用PLS-SEM技术通过反应性-形成性多阶模型来预测行为意图的文献有着理论贡献。

关键词：广告认知, 、目的地Facebook, 、社会影响理论, 、计划行为理论, 、旅游意图

研究论文

The purpose of this paper is to investigate how customer engagement technologies impact service innovation in a network of travel agencies, analyzing the effects on sales channels, customer relationships and retail marketing policies.

Using a qualitative single case study approach and triangulating the data from different sources (documents, semi-structured interviews and in-store observations), this paper investigates the Robintur Group, a large Italian network of travel agencies operating in the leisure travel, business travel and organized tourism segments.

This study highlights three core areas of service innovation that have interrelated effects on travel agency management in coherence with the omni-channel strategy: synergetic channel integration, dynamic customer relationships and dynamic retail marketing.

This study is based on a single case study in Italy. Future research could extend the framework to other travel agencies and foreign markets where the diversification process of large grocery retailers is more diffused, and investigate the omni-channel approach in relation to other information and communication technologies and the implications on travel agency management.

Presenting a conceptual framework to exploit new technologies and revitalize the scope and functions of travel agencies, the case study offers insights contributing to the literature on service innovation in travel agencies. The data highlight the adoption of an omni-channel approach to facilitate the customer experience. This case study is also one of the first to empirically investigate the challenges of a large-scale retail group when diversifying to the travel industry and adopting an omni-channel strategy.

本论文旨在探究顾客参与技术（CETs）如何在旅游社网络中影响服务创新, 并分析其对于销售渠道、顾客关系、以及零售营销政策的影响。

本论文采用定性分析方法, 单一案例样本源, 并合多种采样渠道（文本、半结构化访问、和店内观察）来丰富样本数据。本论文研究了Robintur集团, 一家意大利大型旅行社网路, 主要经营休闲旅游、商务旅行、以及组织型旅游产品模块。

本论文结果强调了服务创新的三大核心：协同渠道整合、多样化顾客关系、和多样化零售营销, 其三大核心对旅行社管理有着紧密联系, 符合全渠道战略的主体思想。

本案例分析展示了一个探索新科技和复兴旅行社范围和功能的理论模型, 对旅行社服务创新有着重大理论贡献。样本数据强调了采取全渠道战略以增强顾客体验。同时, 本论文也是首个实际检测了大型零售集团在面对旅行市场多样化和全渠道战略的挑战。

本论文仅取样了意大利的单一案例。未来研究应该拓宽模型到其他旅行产业以及国际市场, 其对大型零售厂商的多样化进程更加深入, 同时, 未来研究应该讲全渠道战略与其他信息与通信技术结合来研究, 对旅行社管理有深入的启示。

关键词 旅行社 服务创新 全渠道 CET ICT 意大利

研究型论文