●前言
●Chapter One Introduction
●1.1 Research background： So 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 So media and tourism industry
●2.2.1Rapiddevelopment of Web 2.0 and so media： An overview
●2.2.2 Impact of so media on traveller behaviors
●2.2.3 Impact of so media on tourism suppliers and intermediaries.
●2.2.4 Functions of so 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 so media by tourism organizations
●2.2.5.1 Study on eWOM
●2.2.5.2 PRS website......
內容簡介
本書介紹和研究了社交媒體對中國中小旅遊企業的影響，分析了影響該類企業應用社交媒體的因素。主要內容包括：旅遊中小企業應用社交媒體的程度現狀，應用收益和挑戰及影響因素等。本書還通過綜合分析旅遊中小企業對於社交媒體的使用感知和經驗，創建了相關決策流程模型，旨在為我國旅遊中小企業應用社交媒體提供一些可借鋻的方略。
