社交媒体在中国中小旅游企业中的应用【2025|PDF|Epub|mobi|kindle电子书版本百度云盘下载】

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Chapter One Introduction1

1.1 Research background:Social media and small and medium sized tourism enterprises in China1

1.2 Aims and objectives4

1.3 Structure of the thesis4

Chapter Two Literature Review6

2.1 Introduction6

2.2 Social media and tourism industry6

2.2.1 Rapiddevelopment of Web 2.0 and social media:An overview6

2.2.2 Impact of social media on traveller behaviors8

2.2.3 Impact of social media on tourism suppliers and intermediaries10

2.2.4 Functions of social media employed by tourism enterprise12

2.2.4.1 Communication12

2.2.4.2 Marketing and promotion13

2.2.4.3 Product distribution13

2.2.4.4 Management14

2.2.4.5 Market Research14

2.2.5 Previous research on utilizing different types of social media by tourism organizations15

2.2.5.1 Studv on eWOM15

2.2.5.2 PRS website15

2.2.5.3 Microblogging16

2.2.5.4 Social Networking sites16

2.2.5.5 Blogs17

2.2.5.6 Multimedia broadcasting and sharing sites17

2.3 Literature on SMTEs study18

2.3.1 Definition of SMTEs19

2.3.2 Characteristics of small firms and distinctiveness from large firms20

2.3.3 SMTEs in China23

2.3.4 SMTE Policy Frameworks and the Chinese Policy Context25

2.4 ICTs adoption among SMTEs27

2.4.1 Motivation of ICT adoption and ability required27

2.4.2 E-tourism in China28

2.4.3 Meta-review of literature in field of adoption ICTs by SMTEs29

2.4.3.1 Aims and method used of meta-review29

2.4.3.2 Key findings of meta-review29

2.5 Conclusion34

Chapter Three Methodology38

3.1 Introduction38

3.2 Research Method Approaches38

3.3 Past Research Methods42

3.3.1 Semi-Structured Interview （SSI）45

3.3.2 Ethnography and field interviews45

3.3.3 Symposium and Panel discussion with experts46

3.3.4 Questionnaire Survey46

3.4 Method Selection and data required46

3.5 Questionnaire survey design and execution47

3.5.1 Framework of the survey design47

3.5.2 Questionnaire design48

3.5.2.1 Section A:questions about owner/managers and their businesses48

3.5.2.2 Section B:Impact of Social Media on their business48

3.5.2.3 Section C:Their perceived Benefit and Challenge of adopting social media48

3.5.2.4 Section D:Factors associated with the adoption and implementation of social media48

3.5.2.5 Section E:Attitude towards using social media in their business48

3.5.3 Measurement scales49

3.5.4 Piloting49

3.5.5 Sampling and sample size50

3.5.6 Questionnaire survey delivery and execution51

3.5.7 SSI design and execution52

3.6 Validity and reliability53

3.7 Methods of data analysis54

3.7.1 Quantitative analysis54

3.7.2 Qualitative analysis54

3.8 Conclusion55

Chapter Four The study on Small and medium sized Hotels56

4.1 Introduction56

4.2 Quantitative research on SMHs57

4.2.1 Descriptive Statistical analysis57

4.2.1.1 Demographic characteristics of owner-managers and profile of their business57

4.2.1.2 Status of using Social Media61

4.2.1.3 Perceived benefit and challenges ofusing social media63

4.2.1.4 Factors related with using social media66

4.2.1.5 Attitude towards using social media68

4.2.2 Bivariate Analysis68

4.2.2.1 Owner/manager and their Hotels69

4.2.2.2 Adoption of social mediaand theirtype preference70

4.2.2.3 Perceived benefit and challenges70

4.2.2.4 Factors related with using social media71

4.2.3 Multivariate analysis（Factor Analysis）71

4.2.4 Summary of quantitative research and questions for further discussion in qualitative research75

4.3 Qualitative Research on SMHs76

4.3.1 Impact of social media on SMHs77

4.3.1.1 Owner-managers’perception of the concept of social media and their brand loyalty77

4.3.1.2 Types of social media used78

4.3.1.2.1 Product Review System78

4.3.1.2.2 MicroBlogging79

4.3.1.2.3 Social networking website80

4.3.1.2.4 Blogs and picture，video sharing81

4.3.1.3 Impact on their business performance and management82

4.3.2 Perceived benefit and challenges of using social media84

4.3.2.1 Perceived benefit of using social media84

4.3.2.1.1 Broadcasting information and receiving customer information and feedback84

4.3.2.1.2 Reach massive customer pools and niche market85

4.3.2.1.3 Benefitfrom Communication85

4.3.2.2 Perceived Challenges of using social media85

4.3.2.2.1 ‘Free to talk，no one to listen’85

4.3.2.2.2 Awareness，Time and Knowledge of owner-mangers86

4.3.3 Factors related with social media adoption86

4.3.3.1 Owner/Manager related factors86

4.3.3.1.1 Start-up motivation:E-Lifestyle versus Business opportunities87

4.3.3.1.2 Lack of clear operation goals and future goals87

4.3.3.1.3 Heavily rely upon Capacity of owner-managers87

4.3.3.2 Social Media providers related factor88

4.3.3.2.1 Guidance and service provided by social media websites88

4.3.3.2.2 Security of social media website88

4.3.3.3 Cost and financial constrains88

4.3.3.4 Skilled human resource factor89

4.3.3.5 Policy and government support89

4.3.4 Attitudes towards of using Social Media90

4.4 Conclusion90

Chapter Five Study on Small and Medium sized Travel Agencies93

5.1 Introduction93

5.2 Quantitative research on SMTAs93

5.2.1 Descriptive Statistical analysis94

5.2.1.1 Demographic characteristics of owner-managers and profile of their business94

5.2.1.2 Status ofusing Social Media96

5.2.1.3 Perceived benefits and challenges of using social media98

5.2.1.4 Factors related with using social media100

5.2.1.5 Attitude towards of using social media101

5.2.2 Bivariate Analysis101

5.2.2.1 Owner/manager and theirTravel Agencies102

5.2.2.2 Adoption of socialmedia andtheirtype preference102

5.2.2.3 Perceived benefit and challenges102

5.2.2.4 Factors related with using social media102

5.2.3 Summary of quantitative research and questions for further discussion in qualitative research103

5.3 Qualitative Research on SMTAs104

5.3.1 Impact of social media on SMTAs104

5.3.1.1 Social media Type preference and using strategies105

5.3.1.1.1 Microblogging105

5.3.1.1.2 Social Networking Websites106

5.3.1.1.3 Product Review Systems （PRS）107

5.3.1.1.4 Othertypes of socialmedia108

5.3.1.2 Impact of social media on business performance108

5.3.2 Perceived benefit and challenges of using social media109

5.3.2.1 Perceived benefit of using social media109

5.3.2.1.1 Assisting demonstrating complex travel products109

5.3.2.1.2 Improving Public recognition and Image making109

5.3.2.1.3 Reach:targeted segments and niche markets109

5.3.2.2 Perceived Challenges of using social media110

5.3.2.2.1 Lack of Awareness，Time and related Knowledge110

5.3.2.2.2 Lack of in-house experts and systematic social media management110

5.3.2.2.3 Insufficient participation111

5.3.3 Factors related with SM adoption111

5.3.3.1 Owner/Manager-related factors111

5.3.3.1.1 Technology acceptance and capacity of owner-mangers111

5.3.3.1.2 Owner-manager’s motivation of using social media112

5.3.3.1.3 Further social media operation goals vs.business growth stages112

5.3.3.2 Customer’s acceptance113

5.3.3.3 Social media related factors113

5.3.3.4 Operation cost，reinvestment capital and skilled human resource114

5.3.4 Attitudes towards using social media114

5.4 Conclusion115

Chapter Six Comparison between Small and medium sized Hotels and Travel agencies118

6.1 Introduction118

6.2 Quantitative analysis118

6.2.1 Impact of social media on SMTEs119

6.2.2 Perceived benefits and challenges121

6.2.2.1 Mann-Whitney U test of Perceived benefits121

6.2.2.2 Mann-Whitney U test of Perceived Challenges123

6.2.2.3 Comparison of Kruskal-Wallis tests results（Perceived benefits and challenges）125

6.2.3 Factors related with social media adoption126

6.2.3.1 Mann-Whitney U tests offactors related to social media adoption126

6.2.3.2 Comparison of Kruskal-Wallis tests（factors related with social media adoption）129

6.3 Qualitative Analysis129

6.3.1 Impact of social media on SMTEs129

6.3.1.1 Impact on business performance130

6.3.1.2 Changes in operation and management132

6.3.2 Benefits perceived by SMTAs and SMHs133

6.3.3 Challenges perceived by SMTAs and SMHs136

6.3.4 Factors related with social media adoption and implementation140

6.3.4.1 Owner/manager related factors140

6.3.4.2 Social media related factors140

6.3.4.3 Resource related factors141

6.3.4.4 Customer acceptance141

6.4 Conclusion142

Chapter Seven Conclusion144

7.1 Introduction144

7.2 Main findings of research144

7.2.1 Objective 1:Impact and extent of social media on SMTEs145

7.2.2 Objective 2:To investigate the perception of owner/managers regarding the benefits and challenges of using social media148

7.2.3 Objective 3:To examine the factors determining social media adoption150

7.2.4 Objective 4:To investigate SMTE owner/manager’s attitudes towards using social media153

7.3 Research contributions156

7.4 Limitations of this study157

7.5 Recommendations for future research158

Appendix 1 Questionnaire159

Appendix 2 Interview schedule167

Appendix 3 Series of Bivariate analysis of social media using and groups of variables171

Appendix 4 Kruskal-Wallis test of perceived benefits and challenges with different age groups of hotel owner/managers174

Appendix 5 Kruskal-Wallis test of perceived benefits and challenges with different role of owner/managers in SMHs176

Appendix 6 Kruskal-Wallis test of factors associated with social media adoption with different role of owner/managers in SMHs178

Bibliography179