The Interactive Relationship Among Travel Micro-blogging, Tourist Decision-making Behavior And Tourism Enterprise

Micro-blogging, a new social media, has become one of the e-commerceplatform and media in tourism industry. The research shows that, social media playsan important role when the consumers search the travel inspiration and share travelexperiences in making travel decision. Therefore, the personal travel micro-bloggingposted by tourists and tourism enterprises have become the research topics of industryand academic. Based on the previous literature, the study starts from the view ofinteractive relation between individuals and enterprises micro-blogging aboutinfluencing the decision making behavior and the coping mechanism of tourismenterprises.The study used Nvivo8to analyse the personal travel micro-blogging and thetourism enterprises micro-blogging of Shenzhen OCT scenic spots(ShenzhenSplendid China Folk Culture Village, Window of The World, Happy Valley,Shenzhen OCT East), which included the text and content for content analysis. Theresults of content analysis on personal travel and tourism enterprises had been got.The personal travel micro-blogging focused on sharing the content of scenic spots oramusement equipment, and the positive rate reached87.87%. Tourism enterprisesmicro-blogging focused on the content of human activity, and accounted for50.15%of the total number of code on “tourist attraction”. There is correlation between thecontent of personal travel micro-blogging and tourism enterprises micro-blogging, butdifferent emphases in different parts.According to the results of content analysis on travel micro-blogging and thenormative decision-making model, the study collected326questionnaires and didempirical research. It confirmed that the contents on tourism attraction and tourismenterprise behavior positively influence the tourism intention, but it did not supportthe hypothesis of tourism enterprise behavior has the positive influence on thetourists’ intention. Through tourists’ intention, motivation, evaluation, it finallyaffected the tourists’ decision-making action. At last, the study proposed the copingmechanisms for tourism enterprises, which aimed at micro-blogging marketing and tourists’ decision-making behavior.