The Research Of Chinese And Foreign Consumers' Online Hotel Booking Behavior Based On Electronic Word Of Mouth

Tourism service trade has become a new driving force for the development of China's service trade.At the same time,as an important source of information for consumers to obtain commodity information,and effectively affect the online booking behavior of consumers,so word of mouth marketing has become one of the important factors affecting tourism service trade.Based on this,this paper focuses on the tourism line hotel reservation this link,to analyze the influence of electronic word-of-mouth on consumer behavior of online hotel booking,and to establish the hotel service system,and to enhance the foreign tourism competitiveness,and ultimately to promote the development of China's tourism service trade.Based on the analysis of the existing literature,this paper studies the influence of electronic word of mouth on online booking behavior.First of all,through literature analysis,combing about e-WOM and consumer behavior related literature at home and abroad;secondly,based on the theory above,putting forward the research hypothesis about the influence of electronic word-of-mouth,consumer characteristics and hotel type and other factors on consumer online booking;thirdly,using multiple regression analysis to verify the influence of electronic word-of-mouth on Chinese and foreign consumers and different types of the hotel online booking,clear differences in electronic word-of-mouth influence;finally,analyzing the influence of electronic word-of-mouth in the hotel online booking consumer,and make recommendations accordingly.The results of this study show that:First of all,the influence of electronic word-of-mouth on Chinese and foreign consumers online hotel booking is different,e-WOM dispersion and environmental health score has impact on foreign consumers online hotel bookings;secondly,the influence of online electronic word-of-mouth on different types of hotel reservation also exists difference,e-WOM location score has a positive impact on the B&B's online booking,contributing to the optimization of different types of hotel cost management in early investment.The innovation of this 'paper lies in:firstly,to study the intermediary role of culture background of consumer and hotel type(B&B,economy and resort types)in the influence of electronic word-of-mouth on consumers online booking behavior;secondly,to study the influencing factors of tourism service trade in china from the micro perspective.