A Study On Microblogging Marketing Impact On Tourism Consumer Behavior

The 21 st century, along with the social structure of information and networking, micro-blog because of its quick, easy and instant sharing feature has become one of the most influential communications platform and an important source for people to get all kinds of information. As new information platform, the emergence of micro-blog has provided a brand new mean of propaganda for tour operators.Micro-blog marketing as a new marketing approach emerged.How to use the social media to perform marketing activities and which marketing means can maximum attract tourism consumers and change their spending behaviors, is the fundamental problem of this study expected to analyze.Through review and summarize the large number of related literature, the preliminary theoretical research model is put forward.On this basis, according to interviews and dialogues, modified the model and developed the research questionnaire. Before large-scale distributed questionnaires were pre-investigation, and according to the results to fine-tune the questionnaire once again. After confirming the reliability and validity to meet the requirements,then distributed the questionnaires in a large-scale,and finally recovered a total of 214 valid questionnaires.By use the statistical analysis software SPSS21.0 and AMOS17.0, exploratory factor analysis, did exploratory factor analysis,confirmatory factor analysis, correlation analysis and structural equation model to test the theoretical model.The results showed that: activities and opinion leaders have a significant positive impact on travel consumer behavior,which includes searching, purchasing, sharing three dimensions.Brand awareness has the significant positive effect on searching and purchasing two dimensions.While micro-blog interaction just has a significant positive impact on sharing this dimension,information attraction just has a significant positive impact on buying.Finally,according to the test results were analyzed and discussed,make certain micro-blog marketing proposal in order to provide certain theoretical basis and practical guidance for the tourism industry: 1)Attention the importance of micro-blog operations management, and gradually incorporated into the rules and norms, 2) change the single propaganda function,use micro-blog diverse action, 3) to enhance online and offline interactive, rich online interactive form, 4) to Lend a tourism talent resources, detonate aword-of-mouth, 5) increased activity intensity. enhance tourism brand value.