| Because of domestic policy support and people's rising demand for entertainment,tourism industry has experienced unprecedented huge prosperity?It has attracted many entrepreneurs and capital.However,as the consumer psychology mature gradually,the traditional way to travel which is mainly composed of visual appreciation is can't meet the needs of the consumers,and the experience-based tourism which is more focused on consumer experience is becoming more and more popular.Experience-based tourism and its personalized service mode has become a big profit point and commercial market.At the same time,with the innovation of the Internet technology,the new market of online tourism has emerged.Many consumers have been accustomed to booking tickets,hotels and other places in advance,and they are used to making decisions by online reviews.First of all,this paper reviews a large number of literature related to experience-based literature.It is found that the current literature on experience-based tourism is mainly focused on the definition of the concept,the design of experience-based tourism products and the marketing methods of experience-based tourism.Therefore,in this paper,the online reviews are introduced into the research system of consumer decision making.This paper analyzes the different dimensions of online reviews according to the characteristics of experience-based tourism.And selects website popularity,the publisher authority,the number of online reviews,the connotation of online reviews,consumer involvement in degrees,Consumer trust tendency as the variables.At the same time,this paper introduces the perceived value as the intermediary variables to study the impact of online reviews on the consumer decision-making.Secondly,this paper summarizes the existing research model,and then constructs the structural equation model.This paper designs the research item of each variable on the basis of the classic reference scale.These questions constitute the questionnaire for the study.The questionnaire will be used to obtain the data needed for the research.After that,SPSS software is used to evaluate the reliability,validity and relevance of the data.The structural equation model is tested with AMOS software.Finally,the paper analyzes the empirical results based on the path coefficient of structural equation model.According to the empirical results,the author puts forward some constructive suggestions for the management of the tourism products and the consumer decision-making.The empirical results mainly include the following:(1)The website popularity and the publisher authority have a positive impact on the experience of tourism consumer decision-making,but this effect is not affected by perceived value.(2)The number of online reviews and the content of online reviews have a significant positive effect on the decision making of experience-based tourism consumers,at the same time,perceived value plays a very good role in promoting the process of consumer decision making.(3)The consumer involvement in degrees and consumer trust tendency have a positive effect on consumer decision making,And perceived value can play an intermediary role. |
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