The Impact Of Electronic Word-of-mouth On The Travel Behavioral Intention

As the development of Web2.0, user generated content is also in the unceasing development, the network has become the main source of information, electronic word of mouth becomes an important way for modern people to search for travel information. At present, the domestic academic focus on the influence of electronic word-of-mouth as well as the construction of electronic word-of-mouth propagation model. In this study, by selecting the word-of-mouth information bias, content quality, visual cue and quantity as independent variables, perceived value as intermediate variables to delve into which elements influence travel behavior intention in electronic word of mouth, and how these factors affect the tourist behavior intention.This article refers to the multi-disciplinary theory knowledge of psychology, sociology, economics and management science, selects standardized management research paradigm, with the help of structure equation method, finding that electronic word-of-mouth has greater influence on tourist behavior intention. Information bias, visual cue and quantity can directly affect the potential tourists’ behavioral intention, and can also influence of tourist behavior intention indirectly through perceived value. The content quality does not directly affect the tourist behavior intention, but influence tourist behavior intention indirectly through perceived value. The study also found that perceived value significantly affected the tourist behavior intention.This research finally describes in management practice, how to further develop the effect of electronic word-of-mouth, in order to better guidance to carry out targeted marketing strategy of tourism.