The Study On The Internet Information Search Behavior Of Rural Tourists In Guangxi

This paper has studied the network information searching behavior characteristics and influence factors of rural tourists,and with the purpose of rural tourists in Guangxi,it has analyzed their network information searching behaviors and preferences with specific practical survey.The influence factors of this paper were set based on the formal mature factor of network information searching,including network using ability,traditional searching behaviors,network convenience,network quality,searching attitude,time pressure,perceived risk.Then this paper has proposed some hypothesis of the relationships between influence factors and network information searching behaviors,and verified this hypothesis by the factor analysis,co-integration analysis,regression analysis,independent sample T test,Pearson correlation analysis.Through studying,this paper has found that the network information searching behaviors have a positive correlation of network using ability,traditional searching behaviors,network quality,and searching attitude of Guangxi rural tourists.Meanwhile,there is a negative correlation between network information searching behaviors and network information convenience.But the time pressure and perceived risks have no influence on network information searching behaviors of Guangxi rural tourist.In order to make a more analysis of the influence factors,this paper has tried to study the differences of influence factors in different demographics.Through researching,this paper found that there is significant difference of network using ability in gender,income and level of education;there is significant difference of network quality in gender and level of education;there is significant difference of network information convenience in income;there is significant difference of network information searching behavior in level of education;and there is significant difference of perceived risk in occupation.But there is no significant difference in ages.Based on above results,this paper proposed some specific network marketing suggestions:emphasize kinds of information publish of rural tourism;improve the network perceptibility of rural tourists;make some relevant tourism marketing aimed at demographics.This paper hopes to provide some valuable advice for rural tourism network marketing in Guangxi in practice,and give the significant reference to the development of other rural tourism network marketing.