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

尚云峰著的《社交媒体在中国中小旅游企业中的应用》介绍和研究了社交媒体对中国中小旅游企业的影响，分析了影响该类企业应用社交媒体的因素。主要内容包括：旅游中小企业应用社交媒体的程度现状、应用收益和挑战及影响因素等。本书还通过综合分析旅游巾小企业对于社交媒体的使用感知和经验，创建了相关决策流程模型，旨在为我国旅游中小企业应用社交媒体提供一些可借鉴的方略。