Factors Influencing The Attention Received By Individuals In Online Travel Community

With the continuous popularization of information technology and social media,the online community has gradually become an important part of people's life.Users can inject high value information into the community to promote the exchange and exchange of information.At the same time,the new media also brought new experience to tourism,not only to help information seekers obtain high quality information,but also to help information providers to meet their own emotional needs,and even realize their own value.However,with the increasing of user generated content,the problem of information overload has become increasingly prominent,and the cognitive cost of information search has been improved,thus the quality of information acquisition has become an urgent problem.In the online travel community,the divers account for a relatively high proportion,and the count of high quality users are few.Based on the background that high value users provide high quality information,this paper tries to solve the problem of how to improve the quality of information turns into how to guide users to identify and pay attention to the high quality users in order to obtain the high value information quickly.From the perspective of community users,this paper takes attention as the influence and value measurement standard of the user in online travel community,and studies the influence factors of the users' attention in the virtual tourism community,in order to help the users to solve the problem of information acquisition quality.This paper takes online tourism community as the research object,and uses factor analysis and negative binomial regression model to track the users' features and their behavior information on the influence of the users' attention.Based on social capital theory,social exchange theory,social cognition theory and social information processing theory,this paper puts forward the theoretical model of this study,and subdivides the factors of users' attention into user identity characteristics such as VIP,rudder,guider;users' professional indexes,such as rank,city number,and comment city number;user interaction behavior such as user attention,user access,and user browse;user knowledge contribution behaviors such as travel volume,answer volume,answer amount and comment volume;and location heat five dimensions for empirical research.Based on the comparison of the influence index of virtual tourism communities,this paper selects the honeycomb virtual tourism community as the research object,and uses the snowball sampling method and the crawler tool to extract the sample variables,and finally obtains 13063 effective samples to carry out empirical research.The results show that identity advantage perception can enhance the user's influence in the community.The interaction behavior and knowledge contribution behavior have a significant positive impact on the user's attention,and the city heat is also beneficial to the improvement of the transformation of fans.This paper attempts to make valuable exploration and innovation in the following aspects.First,the purpose of this study is to explore the influence factors of the attention received by community users,which can provide practical suggestions for the high value users.Second,by obtaining the city frequency,this paper quantifies the information of the user's location label,and explores the effect of the location frequency on the user behavior of the virtual tourism community,providing a reference for the quantification of the location information.