资源科学 ›› 2016, Vol. 38 ›› Issue (9): 1672-1680.doi: 10.18402/resci.2016.09.05

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互联网结伴旅游中的不完全代理现象——基于召集者与参与者的信息搜寻行为比较

朱峰1(), 王刚2, 徐琳3   

  1. 1. 山东大学(威海)商学院,威海 264209
    2. 河北金融学院管理系,保定 071051
    3. 威海工业技术学校,威海 264209
  • 收稿日期:2016-01-10 修回日期:2016-04-05 出版日期:2016-09-25 发布日期:2016-09-22
  • 作者简介:

    作者简介:朱峰,女,山东单县人,副教授,研究方向为旅游规划和会展旅游。E-mail:zhufeng@sdu.edu.cn

  • 基金资助:
    教育部青年基金项目(15YJC790160)

Quasi-agents in internet community group tours: a comparison of information searching behavior between tour organizers and participants

ZHU Feng1(), WANG Gang2, XU Lin3   

  1. 1. School of Business,Shandong University(Weihai),Weihai 264209,China
    2. Management Department of Hebei Financial College,Baoding 071051,China
    3. Weihai Industry and Technology School,Weihai 264209,China
  • Received:2016-01-10 Revised:2016-04-05 Online:2016-09-25 Published:2016-09-22

摘要:

互联网结伴旅游是当前自助旅游的一种常见方式,结伴旅游时往往由活动召集者在网上发出旅游活动倡议,为参加者安排旅游行程,发挥着类似旅行社旅游代理的作用,本文旨在揭示召集者发挥代理作用的条件和过程。借助于案例研究,通过深入访谈,研究发现召集者和参与者在出游前信息搜寻的渠道、内容和努力程度以及参加活动的动机均不同,这些差异导致了召集者相对参与者拥有信息优势,信息优势是代理作用发挥的条件,互联网口碑使其代理角色固化。这种代理不同于传统旅行社基于商业合同的代理,是基于信息优势、旅游经验并借助于互联网口碑形成的,因此本文将其命名为“不完全代理”,借助于不完全代理这一概念本文进一步分析了互联网结伴旅游的特征,并将之与科恩的旅游者类型进行比较,尝试对科恩的旅游者类型划分方法进行修正。

关键词: 互联网, 结伴旅游, 信息搜寻, 不完全代理

Abstract:

Group tours based on Internet communities has been a leading travel mode in China for the past ten years. In each tour,the tour organizers usually issue the tour plan in the community and call for participants,who play a similar role as the tour agent. This paper aims to discover the requirements and processes of tour organizers playing the agent role. As an exploratory study it uses qualitative methods and a case study. A group of independent travelers active in a virtual community related to Weihai Tourism was selected as a typical case after comparison with other cases. Adopting a participatory observation,we made contact in more than 10 independent travel online chat groups,covering 1463 traveler participants. As a participant of trips,conducted in-depth interviews with trip organizers and participants during and after travel; four organizers and 30 participants were interviewed. We compared the information searching behavior between the organizers and participants and discovered distinct differences in information searching channels,content,involvement and motives. These differences led to the organizer accumulating superior information,and this superiority in information was the basis of their agent role. Along with tour organization,the agent role was solidified by word-of-mouth. Since the agent role of the tour organizers was different from the traditional travel agency,which was not based on commercial contract but instead on information superiority,experience superiority and word-of-mouth,we define these people as quasi-agents. The definition of quasi-agent was used to analyze the characteristics of Internet community group tours. The characteristics of Internet community group tours are not in accordance with Cohen’s typology of tourists and is hard to sort into any typology;thus,a revised method of tourist typology is discussed.

Key words: internet, group tour, information searching, quasi-agent