The Study On The Impact Of Social Network Service On Tourist Decision Making

With the coming of Web2.0information Era, the majority of internet users purse the internet app,which is more individual,realness,they eager to tie the social networks to the real society, so SNS is creeping into people’s daily life along with its on the stage. The rapid development of SNS, not only has a profound and important influence on tourist decision making, but also brings a revolutionary change to marketing ways of Tourism Company. However, the social network service has gained great attention from the industry and the academic for its importance in the dissemination and guidance internet users to consume, but the theoretical research on the impact of SNS on tourist decision making is still few. The situation results that Tourism Company is short of theoretical guidance to formulate new sale strategy. So it is really a problem to research.Based on the review of related research on tourist decision making from home and broad, this study takes the users of SNS as the objects for research,combines with the human interaction, information quality and quantity, usefulness and usability to build the model of tourist decision making, and then uses it to explore the impact of SNS on tourist decision making. This study adopts the methods of theoretical research and case analysis. The content consists of five parts:the first for the introduction, it states the research background, significance, methods and main innovation; the second for research progress, it reviews of the development of SNS and tourist decision making; the third for research hypothesis, this study explored the tourist decision making dimensions; the fourth for empirical analysis, the model was tested with the256survey data and used SPSS17.0statistics software to analyze; the fifth part has made some summaries and offered some strategy. Finally, this study put forwards for the research and pointed out the shortage.The follows are the main conclusions of this study:(1) The empirical results show that human interaction has a direct positive impact on tourist decision making, the degree of interrelation is stronger than the human interaction frequency;(2) The information quality and quantity have significant positive effects, the impact of quality is far stronger than the quantity;(3) The system for use easily has a direct positive impact on tourist decision making, but the system for usability hasn’t impact on it.