Study On The Influence Of Of Ficial Tourism Destination Microblog To Tourists’ Behavior Intention

With the advancement of information technology, especially the Internet innovation of web1.0to web3.0tourism destination marketing emerges a number of new social media, such as Blog, SNS, Micro blog etc, among which, microblog wins great popularity. However, the operational effectiveness of Official Tourism Destination Microblg (OTDM) is varied. Therefore, how to meet tourists’ need to explore their travel behavior intention becomes an important topic.This study, which based on the existing domestic and international theories of information technology acceptance model and motivation model, theretically explore the mechanism between OTDM and tourists’behavior intention, The study used SPSS and AMOS as tools to analysis collected data, and came up with the following three main conclusions:(1)tourists’ behavior intention is structured by5factors, perceived usefulness, perceived easiness,perceived enjoyment, interaction, perceived trust.(2) perceived easiness, perceived enjoyment, interaction positively affect tourists’ use attitude; perceived usefulness, perceived easiness, perceived enjoyment, interaction, perceived trust positively affect tourists’ behavior intention;(3) there are no differences among different customers groups divided by micro blog usages and travel times, which customers from different gender, age, education levels and micro blog use frequency appear to have different acknowledge of OTDM attitude and tourists’ behavior intention.Finally, this study proposed6main recommendations on OTDM operation:launch information based on users’ needs; enhance ease of use; strengthen interaction with micro blog fans to increase emotional association; initiate interesting topic and emphasize entertainment experience; concern users’ interests to win public trust; expand the user size and pay attention to micro blog reputation.