Research On The Internet Word-of-mouth’s Inflence On Nanning College Students’Tourism Decision-making

With the growing popularity of the Internet, the influence of Internet Word of Mouth(IWOM) to consumers’purchasing behavior is enhancing gradually.On the basis of the results of previous scholars, building IWOM’s affect mechanism of IWOM to college students’tourism decision-making in the study, the impact factors are divided into three parts:the features of IWOM’s information, the features of IWOM’s disseminator, the features of IWOM’s recipient,and proposing18related hypothesis.Based on the above ideas, in this study, putting nanning’s college students as research object, on the premise of college students search Word of Mouth information about tourism products or services when they making tourism decision,and then analysising the survey data by SPSS17.0.The results show that IWOM’s number, distinctive nature, perceived usefulness and perceived ease of use, the professional of IWOM’s disseminator and the strength of relationship between disseminator and recipient, the level of IWOM recipient’s network involvement and tourism involvement,all of these have significant positive impact on College Students’tourism decision-making process. In addition,college students’individual disposition to trust didn’t play a significant role on the travel decision-making process.Finally,according to these findings, providing appropriate recommendations for colleges, government, online tour operators, as well as traditional tourism enterprises to making decisions.