旅游虚拟社区网络演化特征分析——以“马蜂窝”为例
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摘要
随着个体活动向互联网转移的持续加深,线下人群逐渐在线上聚集形成旅游者知识学习、信息获取与利益分享的在线平台——旅游虚拟社区,并显现出相应的社会网络特征。该文以马蜂窝网作为研究对象,运用Ucinet分析软件建立旅游虚拟社区成员互动关系网络,通过网络规模、密度、中心性等指标测度发现,旅游虚拟社区的发展演化主要基于弱关系联结,其社区网络呈现出明显的分散状态。但随着成员间交流与信任的逐步加强,旅游虚拟社区出现与现实社区相似的整体分散、局部紧密的结构特征,旅游信息流动路径所反映的核心群体产生、意见领袖增加与更替、网络参与二元化等都呈现出与现实社区相似的演变轨迹,虚拟社区在一定程度上成为现实社区在互联网上的"映射",并表现出积极融入现实社区中。
As the individual activities continue to deepen the transfer of the Internet,offline people gradually gather in the tourism virtual community to form an online platform for tourist knowledge learning,information acquisition and benefit sharing,and the corresponding social network characteristics are revealed.In this paper,the Mafengwo website is taken as the research object,and Ucinet analysis tools are used to establish a network of interactive members of tourism virtual communities.Through the measurement of network scale,density,and centrality,it is found that the evolution of tourism virtual communities is mainly based on the weak ties and the community network is in a decentralized state.However,with the gradual strengthening of exchanges and trust among members,tourism virtual community has emerged similarly to the real community as an overall decentralized and locally close structure feature.And the emergence of core groups,the increase and replacement of opinion leaders,and the dualization of network participation,reflected by the travel information flow path,all show similar evolutionary trajectories to the real community.To a certain extent,the virtual community has become a " mapping" of the real community on the Internet,and has shown an active integration of the real community.
As the individual activities continue to deepen the transfer of the Internet,offline people gradually gather in the tourism virtual community to form an online platform for tourist knowledge learning,information acquisition and benefit sharing,and the corresponding social network characteristics are revealed.In this paper,the Mafengwo website is taken as the research object,and Ucinet analysis tools are used to establish a network of interactive members of tourism virtual communities.Through the measurement of network scale,density,and centrality,it is found that the evolution of tourism virtual communities is mainly based on the weak ties and the community network is in a decentralized state.However,with the gradual strengthening of exchanges and trust among members,tourism virtual community has emerged similarly to the real community as an overall decentralized and locally close structure feature.And the emergence of core groups,the increase and replacement of opinion leaders,and the dualization of network participation,reflected by the travel information flow path,all show similar evolutionary trajectories to the real community.To a certain extent,the virtual community has become a " mapping" of the real community on the Internet,and has shown an active integration of the real community.
引文
[1]黄颖华.后现代视角下的旅游者社交网络行为研究[J].旅游学刊,2014,29(8):9-11.
[2] RHEINGOLD H.The Virtual Community:Homesteading on the Electronic Frontier[M].New York:Addison-Wesley Publishing Company,1993.19-27.
[3] KIM H W,CHAN H C,KANKANHALLI A.What motivates people to purchase digital items on virtual community websites?The desire for online self-presentation[J].Information Systems Research,2012,23(4):1232-1245.
[4] PORTER C E,DEVARAJ S,SUN D.A test of two models of value creation in virtual communities[J].Journal of Management Information Systems,2013,30(1):261-292.
[5]孙中伟,路紫,王杨.网络信息空间的地理学研究回顾与展望[J].地球科学进展,2007,22(10):1005-1011.
[6]万晨曦,郭东强.虚拟社区知识共享研究综述[J].情报科学,2016,34(8):165-170.
[7] CASSI L,MORRISON A,TER WAL J.The evolution of trade and scientific collaboration networks in the global wine sector:A longitudinal study using network analysis[J].Economic Geography,2012,88(3):311-334.
[8]王珏,陈雯,袁丰.基于社会网络分析的长三角地区人口迁移及演化[J].地理研究,2014,33(2):385-400.
[9]孙中伟,路紫.流空间基本性质的地理学透视[J].地理与地理信息科学,2005,21(1):109-112.
[10]孙中伟,王杨,田建文.地理学空间研究的转向:从自然到社会、现实到虚拟[J].地理与地理信息科学,2014,30(6):112-116.
[11] GRANOVETTER M S.The strength of weak ties[J].Social Networks,1977,78(6):347-367.
[12]段松青,于兴隆,吴斌,等.RoleTracker:基于角色的社会网络演化分析方法[J].湖南大学学报(自然科学版),2015(8):132-140.
[13]胡向红,张高军.虚拟社区人际关系对旅游行为意向影响的实证研究[J].地理与地理信息科学,2015,31(4):116-120.
[14]王婷婷,徐耀耀,马秋芳.基于扎根理论的旅游虚拟社区分享帖功能研究[J].北京第二外国语学院学报,2011(9):11-17.
[15] WANG Y,YU Q,FESENMAIER D R.Defining the virtual tourist community:Implications for tourism marketing[J].Tourism Management,2002,23(4):407-417.
[16] XIANG Z,GRETZEL U.Role of social media in online travel information search[J].Tourism Management,2010,31(2):179-188.
[17] BELANCHE D,CASALO L V,FLAVIAN C,et al.Online social networks in the travel sector[J].International Journal of Electronic Marketing and Retailing,2010,3(4):321-340.
[18] WANG Y,FESENMAIER D R.Towards understanding members′general participation in and active contribution to an online travel community[J].Tourism Management,2004,25(6):709-722.
[19] ZHANG E Y.Analysis of blogs and microblogs:A case study of Chinese bloggers sharing their Hong Kong travel experiences[J].Asia Pacific Journal of Tourism Research,2013,18(4):314-329.
[20]叶腾,韩丽川,邢春晓,等.基于复杂网络的虚拟社区创新知识传播机制研究[J].现代图书情报技术,2016,32(7):70-77.
[21]MUNAR A M,JACOBSEN J K S.Motivations for sharing tourism experiences through social media[J].Tourism Management,2014,43(8):46-54.
[22]吴慧,肖廷,周玲.旅游虚拟社区用户参与对忠诚的倒"U"形作用机理[J].旅游学刊,2017,32(2):65-74.
[23]于伟,张彦.旅游虚拟社区参与者行为倾向形成机理实证分析[J].旅游科学,2010,24(4):77-83.
[24] LUO Q,ZHONG D.Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites[J].Tourism Management,2015,46:274-282.
[25] SCOTT N,COOPER C,BAGGIO R.Destination networks:Four Australian cases[J].Annals of Tourism Research,2008,35(1):169-188.
[26]张高军,李君轶,毕丽芳,等.旅游同步虚拟社区信息交互特征探析——以QQ群为例[J].旅游学刊,2013,28(2):119-126.
[27] MURTHY D,LEWIS J P.Social media,collaboration,and scientific organizations[J].American Behavioral Scientist,2015,59(1):149-171.
[28] ADJEI M T,NOBLE S M,NOBLE C H.The influence of C2C communications in online brand communities on customer purchase behavior[J].Journal of the Academy of Marketing Science,2010,38(5):634-653.
[29] MARTINEZTORRES M R.Analysis of open innovation communities from the perspective of social network analysis[J].Technology Analysis&Strategic Management,2014,26(4):435-451.
[30] SCHILLING M A,PHELPS C C.Interfirm collaboration networks:The impact of large-scale network structure on firm innovation[J].Management Science,2007,53(7):1113-1126.
[31] XIONG X B,ZHOU G,HUANG Y Z,et al.Dynamic evolution of collective emotions in social networks:A case study of Sina weibo[J].Science China Information Sciences,2013,56(7):1-18.
[32] ARENASMARQUEZ F J,MARTINEZTORRES M R,TORAL S L.Electronic word-of-mouth communities from the perspective of social network analysis[J].Technology Analysis&Strategic Management,2014,26(8):927-942.
[33] PAN Y,XU Y C,WANG X,et al.Integrating social networking support for dyadic knowledge exchange:A study in a virtual community of practice[J].Information&Management,2015,52(1):61-70.
[34] BAGGIO R,SCOTT N,COOPER C.Network science:A review focused on tourism[J].Annals of Tourism Research,2010,37(3):802-827.
[35]李爽,周璇玲,丁瑜,等.大陆居民赴台旅游体验感知研究——基于98篇蚂蜂窝游记的文本分析[J].旅游论坛,2015,8(6):7-20.
[36] LI X H.Destination image perception of tourists to Guangzhou-based on content analysis of online travels[J].Journal of Service Science&Management,2015,8(5):662-672.
[37] CASALOL V,FLAVIAN C,GUINALIU M.New members′integration:Key factor of success in online travel communities[J].Journal of Business Research,2013,66(6):706-710.
[38]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004.120-130.
[39] ZAHEER A,BELL G G.Benefiting from network position:Firm capabilities,structural holes,and performance[J].Strategic Management Journal,2005,26(9):809-825.
[40] HU C,RACHERLA P.Visual representation of knowledge networks:A social network analysis of hospitality research domain[J].International Journal of Hospitality Management,2008,27(2):302-312.
[41] HONG T,MA T,HUAN T C T C.Network behavior as driving forces for tourism flows[J].Journal of Business Research,2015,68(1):146-156.
[42] GUTTENTAG D A.Virtual reality:Applications and implications for tourism[J].Tourism Management,2010,31(5):637-651.
[43] TORAL S L,ROCIO MARTINEZ-TORRES M,BARRERO F,et al.An empirical study of the driving forces behind online communities[J].Internet Research,2009,19(4):378-392.
[44] WELLMAN B.Computer networks as social networks[J].Science,2001,293(5537):2031-2034.
[45] LU Y,ZHAO L,WANG B.From virtual community members to C2Ce-commerce buyers:Trust in virtual communities and its effect on consumers′purchase intention[J].Electronic Commerce Research and Applications,2010,9(4):346-360.
[46]王晨燕.社区网络媒体中意见领袖的识别、特征和作用[J].山东社会科学,2015(3):132-137.
[47] HUFFAKER D.Dimensions of Leadership and Social Influence in Online Communities[M].Northwestern University,2009.593-617.
[48] DOUMIT G,WRIGHT F C,GRAHAM I D,et al.Opinion leaders and changes over time:A survey[J].Implementation Science,2011,6(1):1-6.
[49] BROWN J,BRODERICK A J,LEE N.Word of mouth communication within online communities:Conceptualizing the online social network[J].Journal of Interactive Marketing,2007,21(3):2-20.
[50] LONGAN M W.Cybergeography IRL[J].Cultural Geographies,2015,22(2):217-229.
[51] WRIGHT-ISAK C.Community as brand:An exploratory investigation[J].Journal of Business&Economics Research(Online),2012,10(3):131.
[52] VRABIE C.Smart Nets-Virtual Communities and Their Role in Today′s Society[M].Social Science Electronic Publishing,2014.
[53] LONGAN M W.Building aglobal sense of place:The community networking movement in the United States[J].Urban Geography,2002,23(3):213-236.
[54] COHEN J E.Cyberspace as/and space[J].Columbia Law Review,2007,107(1):210-256.
[55] JOHANSSON T D.Visualization in Cyber-Geography:Reconsidering Cartography's Concept of Visualization in Current Usercentric Cybergeographic Cosmologies[R].2000.
[56] TORRENS P M.Geography and computational social science[J].Geojournal,2010,75(2):133-148.
[57]李蕾蕾,苏玉石,刘晶.社会网络的空间化:以深圳传媒产业为例的社会地理网络研究[J].人文地理,2013(4):34-40.
[58] MASSEY D.Space,Place and Gender[M].Cambridge:Polity Press,1994.8-12.
[2] RHEINGOLD H.The Virtual Community:Homesteading on the Electronic Frontier[M].New York:Addison-Wesley Publishing Company,1993.19-27.
[3] KIM H W,CHAN H C,KANKANHALLI A.What motivates people to purchase digital items on virtual community websites?The desire for online self-presentation[J].Information Systems Research,2012,23(4):1232-1245.
[4] PORTER C E,DEVARAJ S,SUN D.A test of two models of value creation in virtual communities[J].Journal of Management Information Systems,2013,30(1):261-292.
[5]孙中伟,路紫,王杨.网络信息空间的地理学研究回顾与展望[J].地球科学进展,2007,22(10):1005-1011.
[6]万晨曦,郭东强.虚拟社区知识共享研究综述[J].情报科学,2016,34(8):165-170.
[7] CASSI L,MORRISON A,TER WAL J.The evolution of trade and scientific collaboration networks in the global wine sector:A longitudinal study using network analysis[J].Economic Geography,2012,88(3):311-334.
[8]王珏,陈雯,袁丰.基于社会网络分析的长三角地区人口迁移及演化[J].地理研究,2014,33(2):385-400.
[9]孙中伟,路紫.流空间基本性质的地理学透视[J].地理与地理信息科学,2005,21(1):109-112.
[10]孙中伟,王杨,田建文.地理学空间研究的转向:从自然到社会、现实到虚拟[J].地理与地理信息科学,2014,30(6):112-116.
[11] GRANOVETTER M S.The strength of weak ties[J].Social Networks,1977,78(6):347-367.
[12]段松青,于兴隆,吴斌,等.RoleTracker:基于角色的社会网络演化分析方法[J].湖南大学学报(自然科学版),2015(8):132-140.
[13]胡向红,张高军.虚拟社区人际关系对旅游行为意向影响的实证研究[J].地理与地理信息科学,2015,31(4):116-120.
[14]王婷婷,徐耀耀,马秋芳.基于扎根理论的旅游虚拟社区分享帖功能研究[J].北京第二外国语学院学报,2011(9):11-17.
[15] WANG Y,YU Q,FESENMAIER D R.Defining the virtual tourist community:Implications for tourism marketing[J].Tourism Management,2002,23(4):407-417.
[16] XIANG Z,GRETZEL U.Role of social media in online travel information search[J].Tourism Management,2010,31(2):179-188.
[17] BELANCHE D,CASALO L V,FLAVIAN C,et al.Online social networks in the travel sector[J].International Journal of Electronic Marketing and Retailing,2010,3(4):321-340.
[18] WANG Y,FESENMAIER D R.Towards understanding members′general participation in and active contribution to an online travel community[J].Tourism Management,2004,25(6):709-722.
[19] ZHANG E Y.Analysis of blogs and microblogs:A case study of Chinese bloggers sharing their Hong Kong travel experiences[J].Asia Pacific Journal of Tourism Research,2013,18(4):314-329.
[20]叶腾,韩丽川,邢春晓,等.基于复杂网络的虚拟社区创新知识传播机制研究[J].现代图书情报技术,2016,32(7):70-77.
[21]MUNAR A M,JACOBSEN J K S.Motivations for sharing tourism experiences through social media[J].Tourism Management,2014,43(8):46-54.
[22]吴慧,肖廷,周玲.旅游虚拟社区用户参与对忠诚的倒"U"形作用机理[J].旅游学刊,2017,32(2):65-74.
[23]于伟,张彦.旅游虚拟社区参与者行为倾向形成机理实证分析[J].旅游科学,2010,24(4):77-83.
[24] LUO Q,ZHONG D.Using social network analysis to explain communication characteristics of travel-related electronic word-of-mouth on social networking sites[J].Tourism Management,2015,46:274-282.
[25] SCOTT N,COOPER C,BAGGIO R.Destination networks:Four Australian cases[J].Annals of Tourism Research,2008,35(1):169-188.
[26]张高军,李君轶,毕丽芳,等.旅游同步虚拟社区信息交互特征探析——以QQ群为例[J].旅游学刊,2013,28(2):119-126.
[27] MURTHY D,LEWIS J P.Social media,collaboration,and scientific organizations[J].American Behavioral Scientist,2015,59(1):149-171.
[28] ADJEI M T,NOBLE S M,NOBLE C H.The influence of C2C communications in online brand communities on customer purchase behavior[J].Journal of the Academy of Marketing Science,2010,38(5):634-653.
[29] MARTINEZTORRES M R.Analysis of open innovation communities from the perspective of social network analysis[J].Technology Analysis&Strategic Management,2014,26(4):435-451.
[30] SCHILLING M A,PHELPS C C.Interfirm collaboration networks:The impact of large-scale network structure on firm innovation[J].Management Science,2007,53(7):1113-1126.
[31] XIONG X B,ZHOU G,HUANG Y Z,et al.Dynamic evolution of collective emotions in social networks:A case study of Sina weibo[J].Science China Information Sciences,2013,56(7):1-18.
[32] ARENASMARQUEZ F J,MARTINEZTORRES M R,TORAL S L.Electronic word-of-mouth communities from the perspective of social network analysis[J].Technology Analysis&Strategic Management,2014,26(8):927-942.
[33] PAN Y,XU Y C,WANG X,et al.Integrating social networking support for dyadic knowledge exchange:A study in a virtual community of practice[J].Information&Management,2015,52(1):61-70.
[34] BAGGIO R,SCOTT N,COOPER C.Network science:A review focused on tourism[J].Annals of Tourism Research,2010,37(3):802-827.
[35]李爽,周璇玲,丁瑜,等.大陆居民赴台旅游体验感知研究——基于98篇蚂蜂窝游记的文本分析[J].旅游论坛,2015,8(6):7-20.
[36] LI X H.Destination image perception of tourists to Guangzhou-based on content analysis of online travels[J].Journal of Service Science&Management,2015,8(5):662-672.
[37] CASALOL V,FLAVIAN C,GUINALIU M.New members′integration:Key factor of success in online travel communities[J].Journal of Business Research,2013,66(6):706-710.
[38]刘军.社会网络分析导论[M].北京:社会科学文献出版社,2004.120-130.
[39] ZAHEER A,BELL G G.Benefiting from network position:Firm capabilities,structural holes,and performance[J].Strategic Management Journal,2005,26(9):809-825.
[40] HU C,RACHERLA P.Visual representation of knowledge networks:A social network analysis of hospitality research domain[J].International Journal of Hospitality Management,2008,27(2):302-312.
[41] HONG T,MA T,HUAN T C T C.Network behavior as driving forces for tourism flows[J].Journal of Business Research,2015,68(1):146-156.
[42] GUTTENTAG D A.Virtual reality:Applications and implications for tourism[J].Tourism Management,2010,31(5):637-651.
[43] TORAL S L,ROCIO MARTINEZ-TORRES M,BARRERO F,et al.An empirical study of the driving forces behind online communities[J].Internet Research,2009,19(4):378-392.
[44] WELLMAN B.Computer networks as social networks[J].Science,2001,293(5537):2031-2034.
[45] LU Y,ZHAO L,WANG B.From virtual community members to C2Ce-commerce buyers:Trust in virtual communities and its effect on consumers′purchase intention[J].Electronic Commerce Research and Applications,2010,9(4):346-360.
[46]王晨燕.社区网络媒体中意见领袖的识别、特征和作用[J].山东社会科学,2015(3):132-137.
[47] HUFFAKER D.Dimensions of Leadership and Social Influence in Online Communities[M].Northwestern University,2009.593-617.
[48] DOUMIT G,WRIGHT F C,GRAHAM I D,et al.Opinion leaders and changes over time:A survey[J].Implementation Science,2011,6(1):1-6.
[49] BROWN J,BRODERICK A J,LEE N.Word of mouth communication within online communities:Conceptualizing the online social network[J].Journal of Interactive Marketing,2007,21(3):2-20.
[50] LONGAN M W.Cybergeography IRL[J].Cultural Geographies,2015,22(2):217-229.
[51] WRIGHT-ISAK C.Community as brand:An exploratory investigation[J].Journal of Business&Economics Research(Online),2012,10(3):131.
[52] VRABIE C.Smart Nets-Virtual Communities and Their Role in Today′s Society[M].Social Science Electronic Publishing,2014.
[53] LONGAN M W.Building aglobal sense of place:The community networking movement in the United States[J].Urban Geography,2002,23(3):213-236.
[54] COHEN J E.Cyberspace as/and space[J].Columbia Law Review,2007,107(1):210-256.
[55] JOHANSSON T D.Visualization in Cyber-Geography:Reconsidering Cartography's Concept of Visualization in Current Usercentric Cybergeographic Cosmologies[R].2000.
[56] TORRENS P M.Geography and computational social science[J].Geojournal,2010,75(2):133-148.
[57]李蕾蕾,苏玉石,刘晶.社会网络的空间化:以深圳传媒产业为例的社会地理网络研究[J].人文地理,2013(4):34-40.
[58] MASSEY D.Space,Place and Gender[M].Cambridge:Polity Press,1994.8-12.