The Influence Of Network Information On College Students' Tourism Decision-making Based On The Background Of Internet+

The network information of tourism is greatly enriched under the background of "Internet+ ".And the convenience of information acquisition has reached an unprecedented level.The individualization and networking of tourism make tourists more and more rely on network tourism information.People will actively search for network information before traveling,and information is highly involved in people's travel decisions.The tourism market of college students has broad prospects for development.The number of college students in the country is large,and the potential of the group can not be underestimated.From the perspective of the lifetime value of tourists,college students are potential customers of high-end tourism in the future,and college students who are active groups in the Internet have a strong willingness to travel.The college students' market is worth developing from both external and internal conditions.Based on above,this paper takes college students as the research group and studies the influencing factors of college students'tourism decision-making from the perspective of network information content,and explore the mechanism of the influence of network information on tourism decision,in order to explain the relationship between network information and tourism decision-making better,and provide corresponding suggestions for government and tourism enterprises in guiding college students' travel and carrying on the tourism marketing.Firstly,through the review of theoretical basis and the six parts of the research progress at home and abroad,which are tourism network information search,tourism decision-making behavior,the influence of network information on tourism decision-making,college students'tourism,structural equation model and its application in influence research,mediating effect and its testing method.On the basis of these,empirical studies are carried out.Since this article contains two parts of the empirical study,two formal questionnaires are designed and two formal questionnaires are carried out.The first part of the empirical research is about Influencing factors of college students' tourism decision-making based on the attention of information content.An index system of influencing factors of tourism decision-making based on the attention of network tourism information content.By using SPSS21.0 software and factor analysis method,three main factors are extracted,which are basic word of mouth factor,entertainment tour factor and consumption factor.The conclusions are as follows:the main purpose of college students to search for network tourism information is to determine the travel plan and arrange the budget reasonably;the college students' attention to the tourism information content is different from other groups,which is mainly reflected in three aspects,including word-of-mouth,tourism cost and shopping;food and beverage information has a great influence on college students' tourism decision-making;the way of information dissemination of pictures and netizens' comments is easier to be accepted.The second part of the empirical research is to study the influence mechanism of network information on tourism decision-making.A theoretical model of I-BRP-D(information search effort—perceived benefit-perceived risk-perceived preference-tourism decision making)is constructed,and corresponding hypotheses are put forward.Using the AMOS23.0 structure equation model software,the Bootstrap method is used to process the data.The final structural model is obtained through the confirmatory factor analysis.The model has good reliability and validity,and the structural model has good goodness-of-fit.The relationship between the latent variables and the mediating effect of perceived benefit,perceived risk and perceived preference are verified.It is concluded that the degree of effort of network information search has a significant effect on the reduction of perceived risk;the increase of perceived benefit has a more significant impact on tourism decision-making,and the mediating effect of perceived benefits is more obvious.At the end of the article,combining the two parts of the empirical study and the actual situation,the corresponding strategies are put forward respectively for the development of tourism market and products of college students.The strategies for the development of college students' tourism market include:introducing preferential policies for college students' tourism;strengthening the supervision of the information market and providing authoritative information;speeding up the establishment of tourism public service platform to integrate the information of different sources;carrying out accurate marketing for preference;developing mobile terminal tourism websites and application software;improving the usefulness and richness of information;encouraging or inviting tourists to share the experience of tourism and provide reference for other tourists,etc.The strategies for the development of college students' tourism products include:adjustthing the price of tourism products to be compatible with the college students;providing private customized services;enriching the creativity of tourism products;using modern technology to develop tourism products.