The Research Of Tourism Scenic Spot Microblog Marketing Impact On Tourists’ Behavioral Intention

With the rapid development of Internet technology, microblog has attracted more and more attention as a new social networking platform. Focusing on experience and interaction, the features are very suitable for tourism. By publishing travel scenic pictures, travelling routes, food promotion, travel strategy,etc., The tourism microblogs show the users a good tourist destination image and stimulate consumption of potential visitors. In recent years, the number and activeness of Scenic Spot microblogs increased significantly. So how to attract more tourists is worth to study.Starting from the characteristics of tourism scenic spot microblog marketing, the study used technology acceptance model, innovation diffusion theory as the theoretical basis, visitors behavioral intentions related research as a guide, through empirical study of tourism scenic spot microblog marketing impact on tourists’behavioral intentions The research collected data through questionnaires, used SPSS21.0 and, AMOS 17.0 to conduct a statistical analysis. By using verified structural equation modeling analysis, the following conclusions have been drawn:perceived usefulness, perceived entertainment, trust, innovation were positively related to personal attitudes. Perceived ease of use interaction, compatibility were positively correlated to personal attitudes and visitors’ behavioral intentions; personal attitude was positively correlated to visitors’ behavioral intentions. Personal attitude was as an intermediary role in influencing behavioral intention of tourists. On this basis, this paper therefore proposes to enhance tourism microblog marketing effectiveness, the advice is as follows:Focus on customers’needs, improve perceived usefulness; Highlight function of Microblog, Improve perceived ease of use; Integrate entertainment elements, Focus on entertainment experience; Operate honestly to win public trust; Improve the design,cater to the need of tourists; Innovate features to improve and maintain their own advantages.