Researching On The Participation Behavior In Virtual Tourism Community

At the end of the month of 2014, China’s Internet penetration rate has reached 48.5%. More and more residents will have the opportunity to participate in the tourism activities with the pace of modernization and the improvement of living standards in China. All kinds of suburban outing, theme search, leisure health and other new forms of tourism products have emerged. Many domestic social nature of the site or integrated forum portal settings of the nature tourism related sectors, there are also some special "Alice" website, these virtual communities for the promotion of tourism industry, are facing a very important question, that is the use of the user is agglutinant insufficient. From this perspective, the Tencent Inc. launched in more than a decade ago, QQ group service, although not active on self-help travelling, but it is due to open the QQ group service object of concern, participate in the target specific, discuss the randomness, which makes these to QQ as tourist class virtual community development effect based are better.For virtual tourism community, due to the global large-scale popularization of the Internet is not a long time, the research is still in its initial stage, mainly focused on the research of the nature, this kind of community function, member influence basic function, development strategies of community aspect. The discussion from the virtual community members behavior aspects of research literature is also concentrated in various types of integrated virtual community, take China as an example, according to HowNet, Wanfang database "virtual tourism community", "behavior pattern" search, only received two desirable literature. So this paper attempts to draw lessons from the research ideas from other types of virtual community members behavior mode, according to the existing related research on virtual community members behavior patterns of the conclusion, set up for the behavior model of tourism QQ group members to participate in community activities.A questionnaire survey was conducted for members of community participation in tourism QQ group, QQ group members of the investigation group activity participation, participation in group activities, the degree of satisfaction with the virtual community tourism activity cognition etc.. And according to the results, combined with data analysis tool, the analysis of data collected. Through the discussion on the QQ group participation behavior in use, it is proposed to enhance the QQ group member participation willingness, between promotion QQ group members emotional dependence, and will promote the development of tourism as the final goal of the research proposal.In this paper, the literature analysis, questionnaire survey, and statistical data analysis were examined. In the end, it proposed to enhance the member participation intention of the QQ group and enhance the emotion dependence among the QQ group members, that would promote the development of the tourism industry as the ultimate goal of the research. Through research it has differences between the purpose of different gathered groups and the different QQ group. This difference is reflected in the various age groups of tourists to various products demand traveling. This difference makes them very different in the way of service in virtual community, and we can see that the tourism QQ group has a certain geographical. To enhance the role of the tourism QQ group to enhance the tourism industry, strengthen supervision and rationalization disposal the management mechanism of the construction and operation were the ways to use the tourism QQ group advertising value from the results of the study. Group managers need to carry out the activities for enriching the way of activities, Introducing member selection mechanism,increasing information sharing, enhancing the attachment of group members to the QQ group to improve the members’ experience. For tourism enterprises, understanding the influence of community members in various age, personality, income, habits on traveling choices have very great significance. In general, the organization of tourism virtual community has a new form of tourism organization, related organizations need to study the activities of the group members, content, behavior and proceeds after the participation to enhance QQ groups for the promotion of tourism industry development capabilities.