Research On The Effect Of Microblog Marketing Of Tourist City On Tourists' Behavioral Intention

City is the core bearing land and main reception area of tourism economy.Tourism city occupies the main position in the development of tourism industry.Tourism is an informationintensive industry and information-dependent industry.Information technology plays an important role in the development of tourism industry.Microblog has brought about a change in information technology and the tourism marketing model.It impacts tourists' behavioral intention in many ways.Microblog marketing has gradually become an important part of the marketing model in tourist cities.However,microblog marketing in tourist cities is uneven and the research is relatively weak.Therefore,it's an important issue in front of the marketing departments of the tourist cities that understanding the needs of tourists in tourist cities and knowing how to promote the behavior of tourists through the microblog marketing in tourist cities.In this paper,the marketing of micro-blog in tourist city is taken as the research object.To explore the impact of Perceived Usefulness,Perceived Ease of Use,Perceived Playfulness,Interactivity and Innovation on Tourists' Behavioral Intention in microblog marketing of tourist cities.Choses the Use of Attitude as a medium variable.Sets up the research model and put forward research hypothesis.Collecting primary datas through questionnaires and using SPSS20.0 and AMOS20.0 for data analysis and hypothesis verification.The conclusions are: Perceived Ease of Use,Perceived Playfulness,Interaction and Innovation are positively related to Use of Attitudes;Perceived Usefulness,Perceived Playfulness,Interaction and Innovation are positively related to the Tourists' Behavioral Intention;Use of Attitudes plays a part of mediating role in the Perceived Playfulness,Interaction,Innovation and Tourists' Behavioral Intention.Finally,select the Beijing Tourism Development Committee microblog as the case to sanalysis the microblog marketing in the tourist city of China on the basis of empirical research.Comparison the microblog marketing in Fuzhou,Qingdao and Shanghai which were chosed in the top three vermicelli numberaccording to the microblog information table of Chinese tourist city based on the statistics(Appendix 1).Through comparative analysis,the following suggestions are put forward to microblog marketing of the Beijing Tourism Development Committee microblog: Close to user demand and accurate information release;Strengthening user interaction and establishing an emotional bond;Enrich the interesting topic and improve the entertainment experience;Pay attention to innovation and creativity and highlight the characteristics of Beijing.