The Study On The Effect Of The Tourism Information Value On The Consumer Decision-making

The popularity of the computers and the Internet speeds the coming of theInformation Economics and the trend of the tourism informationization is more andmore obvious. As the key link of the consumer decision-making, the informationsearch is more important to the tourists under the influence of the travel services’untransferability and simultaneity. As for the companies, the marketing problems thatneeded to be addressed urgently are how to deliver the most effective tourisminformation value through the ways which are closest to the tourists. Meanwhile thestudy of the tourism information value is spreading continuously in academia in orderto perfect the practice of the tourism information management and improve theperformance of the travel companies’ marketing management.Focusing on these problems this study states the effect of the tourism informationvalue on the consumer decision-making and the differences among the influences ofall kinds of the information values by the empirical research, which uses the five sortsof the tourism information values as the independent variables and the consumerdecision-making as the dependent variable then builds the regression model betweenthe tourism information value and the consumer decision-making by conducting themultivariate regression. Moreover combined with the descriptive statistic analysis,ANOVA and so on, the conclusions related are made and some correspondingmarketing advice will be proposed for the travel companies.The dissertation draws mainly the following conclusions:（1） Most of the tourists will search some information before traveling whichis concentrated in the basic information such as the scenic spot introductions,accommodation and price. And the Internet and the word of mouth between thefriends and relatives are the main ways to search the information.（2） The tourism information value has a positive effect on the consumerdecision-making while the degree to which the tourism information value affects theconsumer decision-making varies and the order about it from high to low isself-actualization value, pragmatism value, risk avoidance value, hedonism value andsocial value.（3） There are some differences of the tourism information requirementsbetween the tourists who choose the different tourism destinations and the travelways.