Research On Information Search Behavior Influencing Factors Of Independent Traveler In A Group Based On Internet Community

In recent years, independent travel based on Internet community is becoming more and more popular. Independent tourists need to search relative information before departure, which plays a crucial role in the completion of the journey. Researches on information search behavior of independent tourists are very few both at home and abroad, especially about those travellers based on Internet community.Literature review found that, Internet Independent tourists can be divided into organizer and participant. Considering the representation and operability of the academic research object, this study selected participants as the research object. After describing the tourists information search characteristic, this text raised hypotheses about the impact between the independent variables(involvement, perceived risk, product knowledge, information attitude, Information search ability and perceived quality) and the dependent variable (information search effort), then built the conceptual model of tourists information search behavior.On the basis of Quantitative research method, we did the Statistical analysis through SPSS18.0. This article summarized the research achievements of predecessors and built the conceptual model of tourists information search behavior. After the collection of213questionnaires, we did the Statistical analysis and final conclusions are as follows.(1)General Features Of Information Search BehaviourTourist information source:Most travelers take Internet as the first choice of information Collection. This paper further analyzed the Internet information source,"BBS multi-worlds" lists the highest use frequency."Baidu search engine" lists second, after which are "Online map"、"Destination tourism official website" and "Ctrip service company." After the first choice are companion’s opinions and Consulting friends and relatives.Information search content:Route length and difficulty is the key factor for independent travellers to decide whether to participate in an activity, besides, scenery of the destination、Environmental climate are another two elements that attract participants to sign up. Information search rate such as Price information Travel kits、Local conditions&customs and Lodging information are at the same low level. Information search effort:Information search effort occupies a position of a little higher than average level. On average, traveler didn’t pay much effort on information search, but they differs from each other very much.(2)Influence Factors And Mutual RelationGender and Age difference didn’t show any correlation with information search effort. On the basis of Education group, the group "High school" and "master" revealed that The greater the education degree is, the higher the degree of information search effort. Income difference also proved Income level has negaive influence on information search effort. In terms of occupation, college students and workpeople pays more efforts on Information searchRegression analysis found that Involvement, perceived risk, product knowledge, information attitude show significant positive correlation with information search effort, while information search ability and perceived quality didn’t show any correlation with information search effort.This paper did a quantitative research based on based Independent travelers, which will Enrich the theory of self-help travel information search. The study also determined the relationship between influencing factors and their relationship. Finally, we hope that this study can be of some help to the Tourism information providers and The sponsors of the event.