Research On The Influence Of Microblog Information Attributes On Tourism Destination Image Based On Experimental Method

With the development of network information technology,Microblog has is becoming an important channel for people to obtain information on tourist destinations and an important force to participate in the construction of tourism destinations.Under this background,how to shape and maintain the image of tourism destinations better through microblog is becoming an important research topic.The purpose of tourism network managers to manage network information can be divided into two aspects: on the one hand,marketing destinations through positive messages,and on the other hand,dealing with negative information in tourism through crisis public relations.The current literature is mostly studied from the perspective of either microblog marketing or microblog negative information.However,considering the influence of microblog information attributes on the image of tourism destinations under both the positive and negative information context can not only enrich and deepen the research content of the influence of information on the image of tourism destinations,but also provide theoretical guidance for the image management practice of tourism destinations.This paper firstly sorts out the previous research of tourism destinations at home and abroad,and mainly reviews the various influencing factors involved in the formation of tourist destination image,and further combs the research results of the influence of media information on the image of tourism destinations.Based on the analysis of the microblog information attributes,this paper puts forward the research hypothesis of the influence of the microblog blogger type,information type and the degree of involvement on the image of the tourist destination.The article attempts to innovate from the research perspective and research methods.The college students are taken as subjects under the positive and negative situations.Through the inter-group factor experiment,the tourist destination image data is obtained under the stimulus of different blogger and information types.The independent sample t-test and variance analysis were used to carry out the hypothesis test.The author compares the similarities and differences of the bloggers' types and information types in the positive and negative situations,and discusses the influence mechanism of microblog information attributes on the tourist image in the positive and negative situations.The main research conclusions are as follows:(1)Under certain conditions,the blogger type has a significant impact on the cognitive image and the overall image.Under the condition of positive subjective evaluation,the blogger type has a significant influence on the cognitive image and the overall image.Under the objective and objective facts,the blogger type has a significant impact on the cognitive image and the overall image.Under negative objective conditions,the blogger type has a significant impact on cognitive image.(2)The type of microblog information has a significant impact on the cognitive image and overall image under certain conditions.Under the condition of well-known bloggers,the type of information has a significant impact on cognitive image.Under the condition of normal ordinary user,the type of information has a significant impact on the overall image.Under the condition of negative ordinary bloggers,the type of information has a significant impact on cognitive image.(3)The degree of information involvement has a significant impact on the image of tourism destinations in a positive situation,and the impact on the image of tourism destinations in a negative context is not significant.Under the condition of positive microblogging,the influence of the degree of involvement information on the image of the tourist destination.In the negative situation,the degree of involvement does not have a regulatory role in the process of the information type affecting the image of the tourist destination.(4)From the perspective of average value,the positive objective microblogs of well-known travel bloggers and the positive subjective evaluation microblogs of ordinary users have a positive effect on the image of tourist destinations,and the negative subjective evaluation of well-known travel bloggers and the negative objective evaluation of ordinary users have a greater negative impact on the image of tourism destinations.Tourism managers need to focus on different types of social media information in different situations in order to shape and maintain the image of tourism destinations better.