ABSTRACT

The use of social media to engage in travel-related discourse plays an increasingly important role in destination choice as users turn to virtual communities where exchanges between visitors and residents thrive. There is growing recognition of the local resident as destination advocate, yet research of online advocacy behavior is limited. This study analyzes 1,226 messages exchanged among members of a Facebook travel community using netnography, supplemented by several in-depth interviews, to reveal behaviors including sentiment expression, advocate-focused and visitor-focused. The findings extend our understanding of destination advocacy, building on social identity theory to identify unique patterns of co-created social participation.

摘要

随着用户转向游客和居民之间的交流蓬勃发展的虚拟社区，使用社交媒体参与与旅行相关的讨论在目的地选择中发挥着越来越重要的作用。人们越来越认识到当地居民是目的地倡导者，但对在线倡导行为的研究却很有限。本研究使用网络志分析了 Facebook 旅游社区成员之间交换的 1,226 条消息，并辅以多次深度访谈，以揭示包括情感表达、以倡导者为中心和以访客为中心的行为。这些发现扩展了我们对目的地倡导的理解，建立在社会认同理论的基础上，以确定共同创造的社会参与的独特模式。