Research On The Impact Of Social Network Service On Tourists Purchase Intention

The rapid development of social network service, not only brings great convenience to tourists'daily life, but also brings a huge change to tourism marketing and tourism consumer behavior.In particular, social network service has changed the traditional way of communication between consumers and tourism enterprises, making them to collect information via itself. But unfortunately, although the social network service has gained great attention from the majority of practitioners and scholars for its importance in the dissemination of information, guidance and education to the public, the domestic sector is still quite a lack of theoretical reaserch on the impact of social network service on tourism consumer behavior. The situation results in tourism enterprises lack suitable theories to guide, forcing them cann't effectively develop marketing strategies to influence tourist purchase intention.According to this situation, this thesis takes the users of social network sites as the objects for research, the technology acceptance model as theoretical basis, tourists cognitive trust and emotional trust as intermediate variables, and combines with the usefulness, dependence,openness and community conversation of social network service to build a hypothetical model, and then uses empirical research methods to explore the impact of social network service on tourists purchase intention.The empirical results show that the dependence and community conversation will have a direct positive impact on tourists purchase intention. The results prove the usefulness, dependence, openness, community conversation will have a positive impact on tourists purchase intention. Finally, according to the conclusions this theis puts forward feasible marketing suggestions for tourism enterprises on how to use social network service, and then describes the outlook for future research.