Research On The Motivation Of Internet Word-of-mouth Spread Behavior Of Tourist In WEB2.0

Word-of-mouth(WOM) is full of Persuasion, so it has great influence. In traditional WOM marketing, studies have suggested that WOM has more influence on consumer decision-making than mass media advertising.WEB2.0brings consumers an Internet Age which is more open, WOM can spreading at a stupendous on the internet and its influence expands a lot.In this study, the tourists are the research object. By studying word-of-mouth literatures and combining with the specific context of Web2.0Age, this paper studies the impact of the motivations of IWOM spreading on word-of-mouth behavior. This paper points out the motivations of IWOM spreading though studying word-of-mouth literatures and interview. This study indicates which directly affect motivations of tourists’IWOM including:getting a return, self-expression, concerning for other consumers, supporting/punishing businesses and social benefits. Meanwhile, as the manipulated variable, Internet Dependence affects IWOM spreading indirectly. And this paper builds a conceptual model on motivations of IWOM spreading based on tourists in WEB2.0Age. This study uses206questionnaires survey data to verify the hypotheses. The results show that:IWOM spreading is significantly affected by getting a return, self-expression, concerning for other consumers, supporting/punishing businesses and social benefits; And the manipulated variable Internet Dependence has a significant impact on the four motivations above as independent variables.The main innovation places are as following:Based on the specific environment background of WEB2.0Age, this paper optimizes two motivational factors,’getting the information returns’and’Emotional Share’, which come from Traditional Word of Mouth into ’getting a return’and’self-expression’. This paper also brings manipulated variable’Internet Dependence’exploringly.According to the research findings, this study gives the following management recommendations for tourism enterprises:The tourism enterprises managers should use IWOM spreading as an important marking tool. During the management of the motivations of IWOM spreading, The tourism enterprises managers should improve the internal needs of consumers, strengthen the reward for positive IWOM spreading, and improve the way which tourists get positive IWOM messages more convenient, etc.