Research On The Impact Of Media On The Decision-making Of Self-driving Tourists

With the development of network and communication technology,"Internet +" and the advent of large data age,simple operation,super interactive,rapid spread,civilians involved,real-time information and entertainment attitude make We Media an indispensable part of people's lives.At the same time,easy to use,real-time push and update of the media meets the needs of self-driving tourists,and become the main means of traveling tourists to obtain tourist information.However,there are few studies on the influence of We Media influence on tourism decision-making,especially on the decision-making of tourists,and it is contrasted with the rich achievements of the study on the influence of tourism decision.In view of this,this article takes the self-driving tourists as the research object,focusing on the influence of the We Media from the tourists on the decision-making.Firstly,this paper explores the influence of We Media on the decision-making process of Rizhao tourists through the questionnaire survey.Through the data collection and statistical analysis,we can see that the five stages of the decision-making of self-driving tourists from We Media can be seen.From the cognitive needs to the post-tour evaluation,since We Media runs through the self-driving tourists' cognitive needs,information search,judgment selection,tourism decision-making and post-tour evaluation of these five stages,affecting the travel decision-making tourists.Secondly,on the basis of the rational behavior model,the technology acceptance model and the motivation model,this paper puts forward the study of perceived usefulness,perceived ease of use,perceived recreation,trust and subjective normative influence on the self-driving behavior and tourism decision hypothesis.Taking the city of Rizhao as an example,the survey data were obtained by AMOS21.0,and the regression coefficient between the variables was also obtained.Finally,the research model of the influence of We Media on the decision-making of the tourists was established.The following conclusions: First,the perception of usefulness,trust and subjective norms of self-driving tourists travel decision-making has a direct effect,that is to say these three variables are positive impact of self-driving tourists decision-making;Second,perception of usefulness,perception ease of use,perceived entertaining and subjective norms have a direct impact on behavioral attitudes,that is,these four variables are self-driving tourists affect behavioral attitude,and through the behavioral attitude of this intermediary variable indirectly affect the self-driving travel decision-making tourists,resulting in indirect effects.Third,the behavioral attitude of self-driving tourists as a mediator variable has played a significant direct effect on the travel decision-making of tourists.Finally,the following recommendations for the impact of Rizhao tourists: First,attention to the promotion of tourism information from the We Media platform;Second,in the We Media platform to set up self-driving tour plate;Third,improve service quality,The formation of word of mouth marketing model;Fourth,attention to self-driving tourists around the potential tourists training.