Construction Of "Pseudo-landscape":Strategy Of Travel Destinations Electronic Word-of-mouth Communication

As a typical high-risk experiential consumption, tourism has strong reliance on word-of-mouth information. Survey shows that people mainly get travel information from Internet and friends, electronic word-of-mouth (EWOM) about travel has the greatest impact on travel decisions. Although travel destinations have recognized the importance of Internet, they are still lack of awareness and ability to make EWOM as a destination marketing strategy. This article attended to restore the process of constructing pseudo-landscape, tried to answer how pseudo-landscape influence travel decision and willingness to share, demonstrate the importance of EWOM and the feasibility to be a destination marketing strategy. Based on these study, give suggestions to travel destinations for their marketing from the perspective of electronic word-of-mouth communication.The research can be divided into three parts:Firstly, overview travel electronic word-of-mouth communication, find the current situation and problems of travel destinations’ propaganda, hypothesize that "EWOM is an important marketing strategy for travel destinations; Secondly, bring the theory "pseudo-environment" to EWOM communication of travel destinations, put forward the concept of "pseudo-landscape". Reduce the process of constructing pseudo-landscape by illustration, analyze whether pseudo-landscape has the tendency of being glorified, and how travel destinations take part in EWOM by opinion leaders cooperation; Finally, based on the previous studies, referencing to success stories, give recommendations to the development of tourism destinations.The innovation of this article is bring out the concept of "pseudo-landscape", which provides a new way for travel destinations propaganda. According to the theory of "performance and imagination", communicators are doing narcissistic performances on the Internet, which lead to the pseudo-landscape being glorified, but compared with mass communication, the beautification degree is lower. Travel destinations can guide or manufacture more attractive "pseudo-landscape" with the help of opinion leaders. Electronic word-of-mouth communication can be a great marketing tool for travel destinations, referring to the 5T theory, they can promote destinations’ propaganda by finding talkers, providing tools, set topics, guide discussions, tracking and so on.