Research On Online Consumer Of Tourism And The Decision-making Factors

With the rapid development of China tourism market, tourism has become an important way for people to relax, therefore, the proportion of tourism consumption in people’s life has increased a lot. In the background of Internet technology, Internet has become an essential part for people to make use of, and the Internet has extended into all aspects of our life, especially because of the appearing of microblogging, micro-channel platform, the network feature of consumer is becoming more and more evident, so a new consumer group is appearing gradually, namely the online consumer of tourism. Online consumers of tourism have developed rapidly as an emerging group of consumers, so it has some practical significance for the study of online consumer of tourism.As we all know, the traditional tourism consumers refer to tourists, but in this study the online consumer of tourism mean that consumers who rely on the Internet, especially the tourism website search travel information, make travel plans or purchase travel products. Tourism products involve not only attraction tickets, souvenirs, but also booking hotels or querying information. The online consumer of tourism buy tourism products through tourism website, and the following activities, such as ordering tickets, reserving hotels or booking tours are all included. The impact of media on online consumer of tourism is enormous, and bring about fundamental changes to tourism, maybe in the far future the Internet will change the pattern of tourism consumption thoroughly.From the empirical perspective and based on the theory of consumer behavior and decision-making, the thesis makes a detailed demonstration research for influencing factors which have impact on online consumer of tourism purchase decision. And then the thesis describes the relevant literature of the online consumer of tourism behavior, and introduces the impact of tourism on the online consumer in the empirical way. In this study, according to the existing literature interviews, the thesis designs a survey questionnaire from the view of consumer point and proposes decision-making factors for the online consumer of tourism. The thesis also proposes hypotheses and models through rigorous empirical research to verify that the network media influences consumers’ purchasing decision and the way of the impact; and finally the thesis draws an conclusion:in the Internet age, the online consumer of tourism behavior research will play a major role in the tourism business and make recommended strategies for the companies to attract tourism consumers, and also note the limitations of this study and the prospects for future research.