Study On The Former Factors Of Customer Engagement In Tourism Virtual Community And Its Influence On Customer Loyalty

Customer engagement originally comes from the enterprise,mainly used to study the degree of customer engagement to the enterprise.At present,some scholars have applied it to the research of online brand community,but the study of customer engagement in virtual tourism community is lacking.Secondly,most scholars focus on the study of customer engagement in two aspects: the influencing factors and the influencing results,but few scholars combine them to study the customer engagement in virtual community.Customer engagement is a dynamic and continuous process,which is influenced not only by some leading factors,but also by other effects.Therefore,in a virtual community,not only to explore the former cause of customer engagement,but also pay attention to the results of customer engagement.In view of this,this paper introduces customer engagement into the tourism virtual community,and constructs a comprehensive theoretical model,which is the "pre-factor--customer engagement--results" model,analyzes the influencing factors and results of customer engagement in the tourism virtual community,which is helpful to extend the application of customer engagement theory and make the theory system of customer engagement more perfect.This paper summarizes and distill the relevant literature by literature analysis,summarizes the current situation of customer engagement research,finds the foothold of this article,lays the foundation for the next model construction,then obtains the sample data which needs the empirical analysis through the questionnaire survey method,and uses the statistical analysis method,uses the AMOS21 software to carry on the structural equation analysis to the data,proves the influence of the pre-factor of the tourism virtual community engagement.And the mechanism of customer loyalty.Based on the empirical analysis,the conclusion of this paper can be obtained.Both environmental factors and customer factors directly influence customer engagement,community factors and environmental factors influence customer engagement factors,and customer engagement influences customer loyalty.Community factors and environmental factors can influence customer engagement indirectly by influencing customer engagement,while environmental factors can influence customer engagement directly.Although the customer factor,community factor and environment factor can not directly affect customer loyalty,they can influence customer loyalty indirectly through positive influence on customer engagement.Based on the empirical research results,this paper puts forward some suggestions on marketing planning and management for tourism enterprises and virtual community managers.By strengthening the construction and management of the community,building a good community atmosphere,to the maximum extent to meet the needs of users,thus strengthening the customer and tourism virtual community close links;Increase the maintenance of fit customers and cultivate their sense of ownership;Carry out regular investigation and return visits to customers to satisfy their needs and guide them to disseminate positive information.It can help the tourism virtual community manager to build and manage the community better,build the personalized platform which is more suitable to the demand,and improve the attractiveness and competitiveness of the community.At the same time,it is helpful for tourism service enterprises to carry out network marketing strategy effectively and improve the competitiveness of tourism enterprises.