The Impact Of Tourism EWOM Information Characteristics On Tourists' Intentions

The rapid development of the Internet provides a wide range of reference for consumers' choice and behavior and EMOW has a increasingly important impact on travel intention.For tourism industry,along with the promotion of "Internet +tourism",the convenience and accessibility of EWOM can better meet the realistic demand of potential tourists before their tour,which includes information inquiry and decision-making.Therefore,the tourism academia has gradually launched study about EWOM and industry practice.Based on the information characteristics of tourism EWOM as a research perspective,the literature review of the three variables of tourism EWOM characteristics,destination trust and travel intention,Howard—Sheth Model is taken as the theoretical basis.It tries to explore the relationship among tourism EWOM characteristics,destination trust and travel intention of potential tourists before the tour under the background of "Internet +".At the same time,concerned about the impact of negative news on destination and tourist behavior in recent years,this paper considers the destination trust as a whole to study its modifier effect in the relations between the travel destination characteristics and travel intention,then constructs of the relationship model among tourism EMOW characteristics,destination trust and potential tourist travel intention,which enriches the marketing practice of EWOM in the tourism industry.In order to make the research items more targeted,it is specificized,and Lijiang is selected as the source sampling point and is introduced the reason to choose.Through the investigation of 401 questionnaires online,SPSS21.0 and Amos21.0 are used to analyze and verify the data reliability and structural equation model.The results show that tourism three dimensions of tourism EMOW characteristics have a significantly positive effects on travel destination;And in the relationship between EWOM characteristics and travel intention of potential visitor,the dimension of tourism EWOM characteristics which include quantity and direction,have a significantly positive impact on the travel intention.The impact of tourism EWOM quality on travel intention is not significant.At the same time,in the relationship between the three dimensions of tourism EWOM characteristics and travel intention,the mediating effect of destination trust is also tested.There is a partial mediating effect in the influence of destination trust on the three dimensional which includes direction,quality and quantity of tourism EWOM characteristics.Finally,according to the results of the hypothesis test,the paper puts forward the corresponding management countermeasures from the perspective of the macro management of the destination,which provides reference for the construction of the destination under the "global tourism" as follows:attaching the construction of Internet platform,creating a good platform for freedom of speech,scientific response to positive and negative reputation,cultivating the views of Internet users and enhancing the destination itself.