A Study On The Influence Of Internet Word Of Mouth On The Decision-making Behavior Of Self-driving Tourists In Chengdu

With the rapid development of the Internet and the speed of information dissemination,traditional word-of-mouth has broken the limits of time and space.Tourists no longer rely on advertisements,magazines and the promotion of travel agencies to obtain travel information.More tourists rely on the Internet to obtain travel information.Tourism and the Internet are inseparable.Nowadays,with the rapid development of China's economy,the continuous improvement of road conditions,and the gradual increase in car ownership,people's desire to travel has been greatly enhanced,and self-driving travel has the characteristics of strong flexibility and high autonomy.Many people pursue self-driving travel.Online travel platforms are developing rapidly.When various types of online platforms provide travel information to tourists,tourists can freely express their opinions based on their own experiences,gradually forming a network word of mouth,and increasingly affecting the decision-making behavior of potential travel consumers.At present,self-driving tourists account for more than half of the domestic tourist population,and the self-driving tourism is experiencing explosive growth.The self-driving tourism market has great potential.Therefore,it is meaningful to study self-driving tourists.At present,the research on self-driving travel in China is increasing,but it mainly focuses on the construction of self-driving camps and the consumption behavior and behavior characteristics of self-driving tourists.There are even fewer decision-making behavioral factors.Chengdu has a developed economy and a large self-driving tour market.Therefore,this article takes Chengdu as a case study and Chengdu self-driving tourists as the research object(here,self-driving tourists point out that the origin and destination are both tourists in Chengdu).From the perspective of Internet word-of-mouth,Introduce the psychological perception of tourists and explore the relationship between online word-of-mouth,perceived value and decision-making behavior of self-driving tourists.It mainly discusses which factors inonline word of mouth influence the decision-making behavior of self-driving tourists and whether there is an intermediary role between perceived value and the decision-making behavior of self-driving tourists.The decision-making behavior of self-driving tourists mainly refers to the behavior of self-driving tourists before decision-making,that is,the decision-making process of searching for tourist destinations or tourism products through the Internet;online word of mouth mainly includes the quality of online word of mouth information,the reliability of online word of mouth publishing platforms,and online word of mouth The five factors of the professionalism of the publisher,the degree of information search efforts of the Internet word-of-mouth recipients,and the homogeneity of the Internet word-of-mouth recipients(hereinafter referred to as homogeneity);perceived value includes two factors: perceived risk and perceived usefulness.This article uses SPSS23.0 and AMOS24.0 to analyze the data,build a model of the factors affecting the decision-making behavior of self-driving tourists by network word of mouth,combine analysis methods such as reliability and validity analysis,analysis of variance and confirmatory factor analysis,and finally use the structural equation model verify research hypotheses.The research in this paper draws the following conclusions: First,Internet word of mouth significantly positively affects the decision-making behavior of self-driving tourists in Chengdu,and its impact paths and implementation mechanisms are different.The quality of online word-of-mouth information,the reliability of the online word-of-mouth publishing platform,the information search efforts of Internet word-of-mouth recipients,and the homogeneous performance directly and indirectly affect the decision-making behavior of Chengdu self-driving tourists,while the professionalism of online word-of-mouth publishers makes decisions about Chengdu self-driving tourists Behavior has no direct impact and can only have an indirect impact through perceived risk and perceived usefulness.Second,perceived risk plays a mediating role in the decision-making behavior of Chengdu's self-driving tourists.Third,perception usefulness plays a part of mediating role in Internet word-of-mouth for decision-making behavior of self-driving tourists in Chengdu.Fourth,Internetword of mouth positively affects the perceived value of self-driving tourists in Chengdu,that is,online word-of-mouth will reduce the perceived risk of Chengdu self-driving tourists and enhance the perception of self-driving tourists.Fifth,the perceived value positively affects the decision-making behavior of self-driving tourists in Chengdu,but the influence is different.It is useful to perceive risk and perception from high to low.Sixth,the decision-making behavior of Chengdu self-driving tourists with different genders,ages,and incomes is affected differently by online word of mouth.Among them,the decision-making behavior of female self-driving tourists is more affected by online word-of-mouth than male self-driving tourists;decision-making behavior of low-income self-driving tourists Higher-income self-driving tourists are more affected by online word-of-mouth;older self-driving tourists are more affected by online word-of-mouth than younger self-driving tourists.Finally,relevant management inspirations are provided for Chengdu tourism destination government,enterprises and network platform operators.