Research On The Impact Of Rural Tourism We-chat Marketing On Behavioral Intention Of Tourists

The 19^th Party Congress report put forward the strategy of“implementing the rural revitalization”,reflecting the importance of the Central Committee of the party has attached to the issue of agriculture,rural areas and farmers.The development of rural tourism can be said to be an“accelerator”for rural revitalization.In recent years,with the accelerating urbanization and the quick urban life pace,people suffered more pressure from their work and life,which led to a common desire for a kind of rural life with beautiful pastoral scenery and slow pace of life.Therefore,rural tourism has increasingly been in line with people's pursuit of leisure tourism.Meanwhile,the development of rural tourism will undoubtedly make contribution to the rural revitalization.With the soaring development of the mobile Internet,there has been continuous increase in the number of mobile Internet users and continuous upgrading of communication networks.The popularity of smart phones is experiencing an increase,which,to some extent,means that mobile internet life has become an important way of people's life.With the advancement of the information wave,social marketing has become more popular,in which We-Chat marketing has become the focus of attention and a hot topic in recent years.However,the operation effect of We-Chat marketing is not satisfied enough,even in the field of tourism.To make We-Chat marketing attract more tourists,we have to know what the needs of rural tourists are.Therefore,this paper studies the factors that influence tourists'behavioral intention.The purpose of this paper is to explore the influencing factors of We-Chat marketing towards rural tourism on tourists'behavioral intention.Based on the relevant literature of the predecessors and the characteristics of We-Chat marketing,this paper constructs the conceptual model of the impact rural tourism We-Chat marketing has on tourists'behavioral intention by taking the factors like the perceived usefulness,ease of use,entertainment and accuracy as the influencing factors.With the survey adopting the method of questionnaire survey and taking Hefei residents and my friends as main respondents,paper and electronic questionnaires were issued and among which 281 valid questionnaires were obtained.The collected data was first collated in an Excel spreadsheet,and then analyzed by SPSS 20.0 statistical software with the methods such as statistical analysis,reliability analysis,factorial analysis and regression analysis.The results of the study show that tourists'behavioral intention has a significant positive relationship with subjective norms,perceived usefulness,perceived ease of use,perceived entertainment,perceived risk and perceived trust;personal characteristics partially affect the behavioral intention of tourists.On this basis,six suggestions were put forward for We-Chat marketing of rural tourism:enhancing the user experience,emphasizing word of mouth communication;understanding user needs,pushing useful information;simplifying operations and facilitating user use;introducing interesting topics and events to improve user entertainment experience;reducing risks and users'concerns;establishing a good brand image to win the trust of users.In the end of this paper,the shortcomings of this paper are pointed out,and the possible future development prospects are proposed.