Research On The Influence Of Social Media Marketing On Tourists' Decision Making Behavior

social media refers to a series of network applications which are established based on Web2.0 and different from the traditional media like magazines,newspapers,and other one-way information transmission,and allow the users to independently generate contents,share ideas and exchange views.The application of social media in various industries becomes popular in China recently.The expansion of social mediea market rouses marketing enthusiasm of all industries including tourism.But how to scientifically and effectively carry out the tourism product social media marketing activity is still in trial and exploration stage.On this basis,this paper takes the users who are able to skillfully use social media and have the experience of browsing the tourism information through social media as the research objects to explore the main factors of social media marketing on the decision-making behaviors of tourists,build the relevant influence model and make the in-depth analysis and discussion,in order to solve the following problems: what are the main factors of the social media marketing activities carried out by tourism enterprises or destination governments on the decision-making behavior of the tourists? How do those factors affect the decision-making behavior of tourists? How about the difference on the influence degree of different factors?First of all,this paper reviews the research on social media marketing and consumers' decision-making behavior at home and abroad and holds that the existing research on social media marketing mainly involves five aspects,namely,The research on the impact of social mediea on tourists intentions,strengthen the interactive communication,realize the precision marketing,expand the WOM marketing and play the celebrity effect through social media.Through literature review,it summarizes that the social media usage of tourists and their decision-making behavior are mainly affected by three categories of factors: the first is the maturity of the social media platform,including user privacy protection,platform popularity and user-friendly interface;the second is the user acceptance of tourism enterprises,including social media marketing mode,enterprise network WOM and tourism product information quality(interestingness,timeliness,authenticity and attractiveness);The third is the tourists' psychological needs,including identity,entertainment experience and interaction.Secondly,based on three kinds of influential factors extracted by the literature,the paper revises and supplements the influential factors through in-depth interview to ultimately determine four influential factors affecting social media marketing,namely,platform feature,information quality,means of marketing and Internet word of mouth,and three decision-making variables,namely,cognitive attitude,emotional attitude and tourist's action,and put forward the influence model and research hypothesis of social media marketing on the tourists' decision-making behavior.Thirdly,it uses SPSS to make the statistical analysis on 513 effective samples collected and draws the following conclusions:(1)social media marketing affects the tourists' decision-making behavior through information quality and means of marketing;(2)the influential ways between variables are manifested as the mutual influence of the information quality and means of marketing on the tourists' cognitive attitude and emotional attitude;the tourists' action is only affected by the means of marketing,and the influence of means of marketing on the tourists' action is also affected by the intermediary role in the tourists' cognitive and emotional attitudes;(3)Cognitive attitude is more seriously influenced by information quality than means of marketing;emotional attitude is more seriously influenced by means of marketing than information quality;the intermediary effects of cognitive attitude and emotional attitude in the relationship between means of marketing and tourists' action are close.Finally,according to the research results,it proposes the suggestions of making innovations in the means of social media marketing,paying attention to improving the information quality of social media,establishing the special social media marketing team and correctly selecting social media types for the tourism enterprise to carry out social media marketing.