Study On The Impact Of Scenic Online Reviews On Tourists' Decision Making Intention Based On Eye Movement Data

With the development of the Internet and tourism industry,more and more people like to consult information and share views on the Internet.A large amount of comment information has been accumulated on the network.According to the principle of user first,through the study of online comment information,users' satisfaction has been continuously improved.Online reviews represent users' views and attitudes towards products or services.They include three different emotional tendencies: positive reviews,neutral reviews and negative reviews.Users pay more attention to which aspects of comments,whether men and women pay different attention to online reviews,whether online reviews will affect users' decision-making willingness,and whether brand value can eliminate some negative effects.This article will focus on these issues.First of all,the online review,online review applications,eye tracking technology and other related literature summarize,research content,construct the model of S-0-R(stimulus organism response).S said after consumers have access to relevant information about the idea of tourism scenic spots in the network;O said the body variables are intrinsic factors between stimulus and behavior,specifically refers to when the participants comment on eye movements during browsing and psychological activities;R said that after the information processing process of the reaction or line Yes.The influence on tourism decision-making will review online scenic spots based on the experimental data of eye movement,aimed at improving the scenic area departments should pay attention to online reviews,improve visitor satisfaction,promote regional economic development.Secondly,qualitative and quantitative analysis methods are adopted.The use of eye tracking technology for empirical research,qualitative analysis of the subjects' eye movements,the questionnaire about the tourism scenic spots will at the end of the experiment,combined with the hot chart for quantitative analysis.The conclusion shows that the subjects pay more attention to negative information;male and female differences of information cognitive process,they pay more attention to negative information 5A level scenic spots,the west front information 3A level scenic spots,men are more likely to pay attention to the positive information,less attention area level;brand influence can eliminate the negative comments in a certain extent.Finally,according to the research conclusion,put forward reasonable suggestions.It clarifies the limitations and limitations of this study and provides reference for other scholars.