社交媒体在中国中小旅游企业中的应用

前言 Chapter One Introduction 1.1 Research background: Social media and small and medium sized tourism enterprises in China 1.2 Aims and objectives 1.3 Structure of the thesis Chapter Two Literature Review 2.1 Introduction 2.2 Social media and tourism industry 2.2.1Rapiddevelopment of Web 2.0 and social media: An overview 2.2.2 Impact of social media on traveller behaviors 2.2.3 Impact of social media on tourism suppliers and intermediaries. 2.2.4 Functions of social media employed by tourism enterprise. 2.2.4.1 Communication 2.2.4.2 Marketing and promotion 2.2.4.3 Product distribution 2.2.4.4 Management 2.2.4.5 Market Research 2.2.5 Previous research on utilizing different types of social media by tourism organizations 2.2.5.1 Study on eWOM 2.2.5.2 PRS website 2.2.5.3 Microblogging 2.2.5.4 Social Networking sites 2.2.5.5 Blogs 2.2.5.6 Multimedia broadcasting and sharing sites 2.3 Literature on SMTEs study 2.3.1 Definition of SMTEs 2.3.2 Characteristics of small firms and distinctiveness from large firms 2.3.3 SMTEs in China 2.3.4 SMTE Policy Frameworks and the Chinese Policy Context 2.4 ICTs adoption among SMTEs 2.4.1 Motivation of ICT adoption and ability required 2.4.2 E-tourism in China 2.4.3 Meta-review of literature in field of adoption ICTs by SMTEs 2.4.3.1 Aims and method used of meta-review 2.4.3.2 Key findings of meta-review 2.5 Conclusion Chapter Three Methodology 3.1 Introduction 3.2 Research Method Approaches 3.3 Past Research Methods 3.3.1 Semi-Structured Interview (SSI) 3.3.2 Ethnography and field interviews 3.3.3 Symposium and Panel discussion with experts 3.3.4 Questionnaire Survey 3.4 Method Selection and data required 3.5 Questionnaire survey design and execution 3.5.1 Framework of the survey design 3.5.2 Questionnaire design 3.5.2.1 Section A: questions about owner/managers and their businesses 3.5.2.2 Section B: Impact of Social Media on their business 3.5.2.3 Section C: Their perceived Benefit and Challenge of adopting social media 3.5.2.4 Section D: Factors associated with the adoption and implementation of social media 3.5.2.5 Section E: Attitude towards using social media in their business 3.5.3 Measurement scales 3.5.4 Piloting 3.5.5 Sampling and sample size 3.5.6 Questionnaire survey delivery and execution 3.5.7 SSI design and execution 3.6 Validity and reliability 3.7 Methods of data analysis 3.7.1 Quantitative analysis 3.7.2 Qualitative analysis 3.8 Conclusion Chapter Four The study on Small and medium sized Hotels 4.1 Introduction 4.2 Quantitative research on SMHs 4.2.1 Descriptive Statistical analysis 4.2.1.1 Demographic characteristics of owner-managers and profile of their business 4.2.1.2 Status of using Social Media 4.2.1.3 Perceived benefit and challenges of using social media 4.2.1.4 Factors related with using social media 4.2.1.5 Attitude towards using social media 4.2.2 Bivariate Analysis 4.2.2.1 Owner/manager and their Hotels 4.2.2.2 Adoption of social media and their type preference 4,2.2.3 Perceived benefit and challenges 4.2.2.4 Factors related with using social media 4.2.3 Multivariate analysis (Factor Analysis) 4.2.4 Summary of quantitative research and questions for further discussion in qualitative research 4.3 Qualitative Research on SMHs 4.3.1 Impact of social media on SMHs 4.3.1.1 Owner-managers' perception of the concept of social media and their brand loyalty 4.3.1.2 Types of social media used 4.3.1.2.1 Product Review System 4.3.1.2.2 MicroBlogging 4.3.1.2.3 Social networking website 4.3.1.2.4 Blogs and picture, video sharing 4.3.1.3 Impact on their business performance and management 4.3.2 Perceived benefit and challenges of using social media 4.3.2.1 Perceived benefit of using social media 4.3.2.1.1 Broadcasting information and receiving customer information and feedback 4.3.2.1.2 Reach massive customer pools and niche market 4.3.2.1.3 Benefit from Communication 4.3.2.2 Perceived Challenges of using social media 4.3.2.2.1 'Free to talk, no one to listen' 4.3.2.2.2 Awareness, Time and Knowledge of owner-mangers 4.3.3 Factors related with social media adoption 4.3.3.1 Owner/Manager related factors 4.3.3.1.1 Start-up motivation: E-Lifestyle versus Business opportunities 4.3.3.1.2 Lack of clear operation goals and future goals 4.3.3.1.3 Heavily rely upon Capacity of owner-managers 4.3.3.2 Social Media providers related factor 4.3.3.2.1 Guidance and service provided by social media websites 4.3.3.2.2 Security of social media website 4.3.3.3 Cost and financial constrains 4.3.3.4 Skilled human resource factor 4.3.3.5 Policy and government support 4.3.4 Attitudes towards of using Social Media 4.4 Conclusion Chapter Five Study on Small and Medium sized Travel Agencies 5.1 Introduction 5.2 Quantitative research on SMTAs 5.2.1 Descriptive Statistical analysis 5.2.1.1 Demographic characteristics of owner-managers and profile of their business'- 5.2.1.2 Status of using Social Media 5.2.1.3 Perceived benefits and challenges of using social media 5.2.1.4 Factors related with using social media 5.2.1.5 Attitude towards of using social media 5.2.2 Bivariate Analysis 5.2.2.1 Owner/manager and their Travel Agencies 5.2.2.2 Adoption of social media and their type preference 5.2.2.3 Perceived benefit and challenges 5.2.2.4 Factors related with using social media 5.2.3 Summary of quantitative research and questions for further discussion in qualitative research 5.3 Qualitative Research on SMTAs 5.3.1 Impact of social media on SMTAs 5.3.1.1 Social media Type preference and using strategies 5.3.1.1.1 Microblogging 5.3.1.1.2 Social Networking Websites 5.3.1.1.3 Product Review Systems (PRS) 5.3.1.1.4 Other types of social media 5.3.1.2 Impact of social media on business performance 5.3.2 Perceived benefit and challenges of using social media 5.3.2.1 Perceived benefit of using social media 5.3.2.1.1 Assisting demonstrating complex travel products 5.3.2.1.2 Improving Public recognition and Image making 5.3.2.1.3 Reach: targeted segments and niche markets 5.3.2.2 Perceived Challenges of using social media 5.3.2.2.1 Lack of Awareness, Time and related Knowledge 5.3.2.2.2 Lack of in-house experts and systematic social media management 5.3.2.2.3 Insufficient participation 5.3.3 Factors related with SM adoption 5.3.3.1 Owner/Manager-related factors 5.3.3.1.1 Technology acceptance and capacity of owner-mangers 5.3.3.1.2 Owner-manager's motivation of using social media 5.3.3.1.3 Further social media operation goals vs. business growth stages 5.3.3.2 Customer's acceptance 5.3.3.3 Social media related factors 5.3.3.4 Operation cost, reinvestment capital and skilled human resource 5.3.4 Attitudes towards using social media 5.4 Conclusion Chapter Six Comparison between Small and medium sized Hotels and Travel agencies 6.1 Introduction 6.2 Quantitative analysis 6.2.1 Impact of social media on SMTEs 6.2.2 Perceived benefits and challenges 6.2.2.1 Mann-Whitney U test of Perceived benefits 6.2.2.2 Mann-Whitney U test of Perceived Challenges 6.2.2.3 Comparison of Kruskal-Wallis tests results (Perceived benefits and challenges) 6.2.3 Factors related with social media adoption 6.2.3.1 Mann-Whitney U tests of factors related to social media adoption 6.2.3.2 Comparison of Kruskal-Wallis tests (factors related with social media adoption) 6.3 Qualitative Analysis 6.3.1 Impact of social media on SMTEs 6.3.1.1 Impact on business performance 6.3.1.2 Changes in operation and management 6.3.2 Benefits perceived by SMTAs and SMHs 6.3.3 Challenges perceived by SMTAs and SMHs 6.3.4 Factors related with social media adoption and implementation 6.3.4.1 Owner/manager related factors 6.3.4.2 Social media related factors 6.3.4.3 Resource related factors 6.3.4.4 Customer acceptance 6.4 Conclusion Chapter Seven Conclusion 7.1 Introduction 7.2 Main findings of research 7.2.1 Objective 1: Impact and extent of social media on SMTEs 7.2.2 Objective 2: To investigate the perception of owner/managers regarding the benefits and challenges of using social media 7.2.3 Objective 3: To examine the factors determining social media adoption 7.2.4 Objective 4: To investigate SMTE owner/manager's attitudes towards using social media 7.3 Research contributions 7.4 Limitations of this study 7.5 Recommendations for future research Appendix 1 Questionnaire Appendix 2 Interview schedule Appendix 3 Series of Bivariate analysis of social media using and groups of variables Appendix 4 Kruskal-Wallis test of perceived benefits and challenges with different age groups of hotel owner/managers Appendix 5 Kruskal-Wallis test of perceived benefits and challenges with different role of owner/ managers in SMHs Appendix 6 Kruskal-Wallis test of factors associated with social media adoption with different role of owner/managers in SMHs Bibliography