An Empirical Research On The Influence Of Micro-blog On Tourist Decision-making

The spread of micro-blog with its immediacy, interactivity, fragmentation functions characteristic, since there is greatly concerned by tourists and tourism enterprises. According to investigation statistics in micro-blog user generated content,40%of the information is related to tourism. Micro-blog has become one of the most important source of information for tourist. So how does micro-blog travel information influence tourists’travel decision-making? This study is based on the thinking of the problem, in order to better understanding the role of micro-blog played in the travel decisions.Combined with domestic and foreign literature, the author found that the study of micro-blog based mainly on two aspects:First, from the perspective of communication studies exploring the characteristics and communication effect of micro-blog; Second is from the marketing point of view of micro-blog marketing value. Rarely from the perspective of consumer behavior research, and combined with the tourism consumption behavior acting is almost blank, so this paper refer to the research ideas and methods of internet word of mouth, Internet media and virtual community members behavior to attempt to understand micro-blog in all-side, at the same time, combining with the tourism consumer behavior analyzes the important role of micro-blog played in the field of tourism.First of all, this paper has summarized the research status, the function characteristics of micro-blog and the reasons of its appearance and the cause of the rapid development, and analyzes tourists consumption demand and consumption motivation under the influence of the micro-blog, thus revealing the tourists decision-making behavior process on the micro-blogging platform.Secondly, through collecting samples online and on-site, to analyze the attractive of micro-blog travel information intensity, micro-blogging interaction, tourist’s subjective knowledge, trust in micro-blog travel information, the degree of involvement with the tourism and micro-blog, travel behavior of expectation perceived value, these six independent variables on the dependent variable travel decisions. Through data analysis, micro-blogging interaction, trust, involvement, perceived value influence tourists’travel decision making positively. Subjective knowledge through perceived value is trying to impact on travel decisions, separate not high. The greater attraction of micro-blog travel information, the greater the perceived value of tourists on expected tourism, the higher level of trust about tourists to the micro-blog information and the information publishers, the higher the degree of involvement in travel and micro-blog, the more influence degree of tourists’travel decision.Finally, according to the research conclusion, this paper puts forward to management implications and points out the limitations of this study and the prospect for further research.