The Empirical Study Of The Tourism EWOM Influence On Tourist Behavioral Intentions

In recent years, with the development of the Internet and Mobile Internet, Internet word of mouth(IWOM),as a convenient, low-cost information sharing methods, are paid more and more attention. Because of intangibility and off-site consumption characteristics of tourism products, tourists face more uncertainty in the choice of tourism products and services and have led to a higher perceived risk purchase. With respect to the travel information from travel service providers, Tourism Internet word of mouth is much fairer and stronger credibility. This thesis studies the relationship between Tourism Internet word of mouth and tourist behavior intentions.Firstly, a literature review is conducted based on the perspective of Communication,Information Behavior and Psychology. Secondly, key factors and hypothesis are extracted based on the literature. Thirdly, the questionnaire was designed to collect research data. Subsequently, descriptive analysis, correlation analysis and regression analysis methods are used to verify the assumptions.The conclusion was as follows:At the significance level of0.01, tourism IWOM quantity, form and direction have a significant influence on tourist behavior intentions(purchase intention&re-spread intention). Source credibility on tourism IWOM have a significant influence on tourist re-spread intention.And then tie strength on tourism IWOM have a significant positive influence on tourist purchase intentions.At the significance level of0.05, the sender professionalism have significant positive impact on tourists purchase intention; source credibility&sender professionalism have no significant effect on tourists purchase intention; tie strength on tourism IWOM have no significant effect on tourist re-spread intention. Finally, According to the findings, the paper obtained some enlightenment tourism network marketing on word of mouth.