Research On The Relationship Between The Perceived Value And Purchase Intention Of Tourism Enterprise Microblog Users

As the personalized demand of people higher and higher, the traditional marketing approach of the tourism enterprise already cannot satisfy the demand for travel information. Microblog, a new generation of Internet social media, because of its realtime, interactive, convenience and social characteristics, has become an important platform of communication between the tourism enterprises and the fans. Surging in the number of microblog users, more and more famous tourist site, well-known scenic spots, resorts and tour companies opened its official microblog. The academia aimed at the research on enterprise microblog marketing has begun, but specific to the tourism enterprise microblog marketing is still blank. In this paper, from the perspective of perceived value, it adopts the method of empirical study to discuss the relationship between the customer perceived value and the purchase intention and draw relevant conclusions.This research using empirical research method, and on the basis of a large number of documents and books, it combined with the actual situation of the tourism enterprise microblog, and it applied the theory of customer perceived value and purchase intention to tourism enterprise microblog marketing research. In the research, perceived value was divided into six dimensions, usability, products, and perceived cost, service, security, reputation, and then put forward assumptions.Then it selected fans from the 30 representative tourism enterprise official microblog to be serviced as the object of investigation to the questionnaire survey. Firstly, it issued 100 questionnaires for the small-scale survey, and recycled 87 questionnaires survey to valid and reliability analysis, and according to the anal ysis of questionnaire survey data to improve the final questionnaire.The last, it distributed 300 copies of questionnaires to get the final data, it went through the six months. Secondly, on the basis of the reliability and validity of the data, validation analysis and path analysis, it gained the following conclusions: t ourism enterprise microblog marketing perceived value by the usability dimension, the product dimension, the security dimension and the reputation dimension is positive influence on purchase intention, and by the perceived cost dimension is negative influence on purchase intention, while positive influence of the service dimension on purchase intention failed to the test.Finally using the research conclusion to practical application: tourism enterprises should attach importance to microblog operational experience, increase its microblog’s usability, and save the time cost of fans; Focused on popular tourism products, and also give consideration to customers personalized needs; Pay attention to interact with the users, improve the tourism enterprise reputation to set up the brand image. Attach great importance to the habits of the tourism enterprise microblog users, manage its microblog marketing behavior.