Research On The Influence Of Wechat Moments On Decision-making Of Tourist Destinations

With the rising of Internet+,social media,as a new carrier,has been vigorous developed."We-media",a derivative product,from the background from the media,is also gradually coming into the tourists' experience,becoming the most popular information dissemination way for the tourists,and WeChat Moments is one of the representative products.The change of information transmission mode makes tourists get more and more information about tourism,and the consumption patterns or habits of tourism have also changed dramatically.Under this background,this article localizes WeChat's social software with wide coverage and high usage frequency,and takes the tourism information shared by the most popular WeChat Moments as the breakthrough point,and discusses its impact on the tourism decision-making process of tourists.On the basis of a series of theoretical studies,this paper puts forward a theoretical model suitable for this study by means of quantitative research.First of all,this paper puts forward the corresponding assumptions,determines the scope of the research;secondly,this paper obtains the first-hand data through the questionnaire survey method,and analyzes the collected sample data.Finally,the study finds that the tourism attraction information quality,relationship strength,tourism information release to the professional degree and perceived usefulness have positively affects on the decision-making behavior of tourists in WeChat Moments.Moreover,perceived usefulness plays an intermediary role.This paper is divided into six chapters.The first chapter,introduction,briefly introduces the basis and background of the research.The second chapter,literature review,summarizes and summarizes relevant literature on tourism social networking home and abroad,providing the basis for this research.The third chapter,the theoretical basis,mainly introduces the related theories of motivation,tourist decision making and the six-degree separation theory.The fourth chapter introduces the theoretical hypothesis,questionnaire design and investigation in the process of writing.The fifth chapter,data analysis and test,applies SPSS 19.0 statistical analysis software to descriptive statistical analysis,reliability analysis,demographic difference analysis and correlation analysis of data.The sixth chapter,conclusion,summarizes the thesis,and put forward the deficiencies and further research prospect.