CAJ | 학술논문

作为旅游网络信息传播的重要场所,旅游虚拟社区这一社交网络对旅游者具有很强的导引作用。文章使用社会网络分析（SNA）中的密度分析、中心性分析、社群图分析、弱连接分析,通过案例研究发现,成熟的旅游同步虚拟社区的网络连接密度达到0.151;虚拟社区存在意见领袖,这些成员主导着社区旅游信息的沟通交流;现实社区小团体的相对封闭现象在旅游同步虚拟社区中不存在,旅游者除在小团体内部交流外,还共同组成一个大的和谐社区。同时研究认为,只需要能够影响少数核心人员的旅游决策,就能够对大多数旅游者产生影响。在社区中需要激励机制,培养有经验的旅游者,鼓励信息共享。
작위여유망락신식전파적중요장소,여유허의사구저일사교망락대여유자구유흔강적도인작용。문장사용사회망락분석（SNA）중적밀도분석、중심성분석、사군도분석、약련접분석,통과안례연구발현,성숙적여유동보허의사구적망락련접밀도체도0.151;허의사구존재의견령수,저사성원주도착사구여유신식적구통교류;현실사구소단체적상대봉폐현상재여유동보허의사구중불존재,여유자제재소단체내부교류외,환공동조성일개대적화해사구。동시연구인위,지수요능구영향소수핵심인원적여유결책,취능구대대다수여유자산생영향。재사구중수요격려궤제,배양유경험적여유자,고려신식공향。
With the growing availability and popularity of virtual tourist communities,tourists are better able to relate their experiences,look for tour partners,and share tourism information in a free manner,which reflects the surprising combined power that tourists possess.This allows us to examine how tourists communicate with one another through the forum of a virtual tourist community.The authors chose an active virtual tourist community for a case study.Three distinct sets of research hypotheses formed the basis of our literature review： H1,the density of synchronous communication within a virtual tourist community is higher than in the general virtual community;H2,minority members hold the leading（core） position in the relationship network of community members;H3,in the synchronous virtual tourist community,the inside connections of a small group are much closer than outside.This study used density,centrality,community figure,and ＂weak-link＂ tests to analyze these hypotheses.The results demonstrated that the density of online connections in the synchronous virtual tourist community was 0.151,which was higher than in the general virtual community;the network centralization index was 2.76%,which indicated strong interaction among the members.The members of the whole virtual community were divided into eight small groups.However,no results showed that density within the small groups was greater than that among the groups.This means that both H1 and H2 were supported,but not H3.Thus,the results of this study suggest the following.（1） There are leaders inside the virtual tourist community,just as with a traditional community,in which there is a whole social group.However,the position of leader within the virtual tourist community depends on their active involvement and contribution.（2） Interpersonal communication among virtual tourist community members is frequent and is not confined to their own small group.The small closed group that exists in a traditional community is almost nonexistent in a virtual tourist community.（3） Minority core members can play an important role in a virtual tourist community,which is reflected not just in their power to control the transmission of information;it also has a significant influence on the tourism market.That is to say,the tourism decisions of the minority will have an impact on the majority of tourists,like leverage in tourism online marketing.（4） To develop a virtual tourist community,it is necessary to establish an incentive system,train experienced tourists,and encourage the sharing of information to create a more harmonious community relationship.（5） In the process of marketing,attention should be paid to the few core members of a virtual tourist community because their tourism decision making acts as leverage and affects most of the other tourists.Finally,some characteristics of a mature virtual tourist community were identified in this study.These included a information exchange among members,interaction not being limited to members of a specific group,and minority core members always leading discussions and activities in the virtual community.