The Study Of Micro-blogging Impacting On Tourism Product Purchasing Intention

With the emergence of the concept of micro-blogging, its economic value is increasinglyprominent, many foreign enterprises use micro-blogging as a new means of making profits.The micro-blogging was firstly introduced to China in2007, within the next two years it iscontinuing to heat up. In2010, it reached the peak, and its users are continuing to grow.Currently, the government, enterprises, and almost all organization’s for profit or not for profitopened micro-blogging, while the number of individual users with micro-blogging is growing.In numerous and distinctive micro-blogging, tourism micro-blogging is the most common,and the most active, which has a large number of fans. For tourists, the tourismmicro-blogging makes their search of the latest and most popular tourist informationconvenience and so do their information publishing; For enterprises, in today’s competitiveenvironment, through the new media to do marketing, undoubtedly they create a newcompetitive advantage. Tourism micro-blogging makes enterprises and tourists in a nearerdistance, enabling them to communicate and share information in time. Tourismmicro-blogging has been paid more and more attention, and scholars have analyzedmicro-blogging’s characteristics and propagation mechanism, but around " howmicro-blogging impact tourism product purchasing intention", is lack of adequate theoreticaland empirical research.Based on this, this paper reviewed the relevant literature and treats the micro-bloggingas the subjects，investigating micro-blogging marketing and its effects to tourism fromdomestic university customers’ perspective. Micro-blogging is divided into five dimensions:quality of the information, activity, dependence of the fans, the interaction with the fans,micro-blogging opinion leaders’ participation, trust is divided into cognitive trust andemotional trust. In order to build hypothesized model and proposed hypotheses, questionnaireresearch, statistical analysis, empirical research methods are used to explore the impact ofmicro-blogging on tourism product purchasing intention. Statistics analysis softwareSPSS13.0and AMOS18.0was applied to deal with the survey data.By empirical research, the results show that the quality of the information, the activity,the influence of the interaction with the fans, micro-blogging opinion leaders’ participationwill have a direct positive effect on the purchasing intention of the tourism product; quality ofthe information, activity, influence, dependence of the fans, the interaction with the fans,micro-blogging opinion leaders’ participation, and trust is positively correlated; the twodimensions of trust also have a significant impact on the tourism product purchasing intention. This verified the assumptions of this paper. For this study concluded, at the end of this articlethe author gives the recommendations of management and marketing to tourism enterprises,summed up the limitations of this study and pointed out the direction of future research.