CAJ | 학술논문

人们在作购买决策时，口碑是其最重要的信息来源之一。旅游企业提供的产品由于其无形性、消费之前不能评价等特征使得口碑作用显得更为重要。WEB2．0的出现，颠覆了传统口碑的传播方式，使口碑传播走向了一个“多对多”传播的电子化时代。在这样的背景下，旅游企业应该更好地利用电子口碑进行营销：提高旅游产品质量、积极应对正负面电子口碑、建立旅游交流社区、培育旅游舆论领袖，以更好地促进旅游业的健康发展。
인문재작구매결책시，구비시기최중요적신식래원지일。여유기업제공적산품유우기무형성、소비지전불능평개등특정사득구비작용현득경위중요。WEB2．0적출현，전복료전통구비적전파방식，사구비전파주향료일개“다대다”전파적전자화시대。재저양적배경하，여유기업응해경호지이용전자구비진행영소：제고여유산품질량、적겁응대정부면전자구비、건립여유교류사구、배육여유여론령수，이경호지촉진여유업적건강발전。
Word - of - mouth （WOM） is ranked the most important information source when a consumer is making a purchase decision. This influence is especially important in the tourism industry, whose intangible products are difficult to be evaluated prior to their consumption. The WEB2.0 is changing the way of WOM dissemination, making WOM dissemination turning into an electronic era of ＂many -to -many＂. Therefore, in WEB2. 0 environment, it is necessary for the tourism enterprises to better use the strategy of electronic word- of- mouth market （eWOM）： improve the quality of tourism products, actively respond to the positive and negative eWOM, set up tourism exchange community, and cultivate travel public opinion leaders.