A Study On The Perception Of Electronic Word-of-mouth Satisfaction And Its Impact On The Sales Of Tourism Products

The rapid development of network technology is the driving force of promoting integrated development of Internet and various fields of economy and society,and it has changed people’s view on consumption.Being an important consumer area,the amalgamation of tourism and Internet has shown vigorous vitality.According to the"China Online Tourism Industry Research Report 2018"issued by Erie Consulting,compared with 1.17 trillion yuan in 2017,the transaction scale of China online tourism market in 2018 has exceeded 1.48 trillion yuan,grew 26.3%on the year and has reached a new record[1].The rapid development of online tourism industry not only affects the way travelers consume,but also changes the way of transmission of tourism information.More and more travelers use the Internet to collect tourism information and plan their trip.Now the UGC has become an important source of information for consumers.Therefore,it is of great significance and important research topic to understand the perception attitude,usage habits and influence factors of electronic word-of-mouth among tourism consumers for expanding the application of electronic word-of-mouth in tourism industry.This paper takes the electronic word-of-mouth of toumodel rism consumers as the research object,establishes the relevant theoretical of electronic word-of-mouth through literature analysis,qualitative and quantitative methods,and tries to analyze the influencing factors of online consumer satisfaction with electronic word-of-mouth,as well as the impact of electronic word-of-mouth on the sales of online tourism products.The specific contents include:First of all,through combing the research results of previous scholars,the paper found that the research on electronic word-of-mouth mainly focused on four dimensions:the characteristics of electronic word-of-mouth,the participants of electronic word-of-mouth,the participants of electronic word-of-mouth and the influence of electronic word-of-mouth.By contrast,little attention has been paid to influence factors of consumers’ perception of electronic word-of-mouth satisfaction and how electronic word-of-mouth affected the sales of tourism products.This paper took influence factors of consumers’ perception of electronic word-of-mouth satisfaction for research objects and used online tourist routes sales as an example.It also discussed how electronic word-of-mouth influenced the sales of tourism products and built a path for OTA tourism product sales by studying series of actions from perception of electronic word-of-mouth to the ultimate implementation of purchasing.On the one hand,it promoted the combination of the related research of electronic word-of-mouth and tourism research,and aimed on the characteristics of online tourism products,this paper constructed a more systematic research system.which can provide some experience reference for other research.On the other hand,it provided some new ideas for OTA network marketing and how to improve online product sales.Second,Based on Python 3.6,this paper obtained the first-hand data of user comments on Ctrip through web crawler system.Then.it used the Jieba Python Chinese word segmentation tool to segment comments,and carried out word frequency statistics.Then,it obtained the clustering results affecting consumer satisfaction from the network word-of-mouth through clustering analysis.In order to further explore the two-way communication environment between online travel agencies(OTA)and consumers,based on the adoption of information model and the use of fixed effect model,this paper verified how electronic word-of-mouth affect the sales of online tourism products,and explored the direction and intensity of the impact of electronic word-of-mouth on the sales of online tourism products under the influence of service signals.In the study of the influencing factors of consumers’ perception of electronic word-of-mouth satisfaction,it is found that when tourists browse Ctrip’s online comments,they want to know the tourism supporting services,product travel design quality,destination factors,tour guide services and website evaluation of Ctrip through comments.By exploring the relevant characteristics of online word-of-mouth and the impact of online tourism routes on online tourism product sales,it is found that the price,difference and richness of electronic word-of-mouth,the price and star level of the routes positively affect the sales of online tourism routes.When discussing the interaction between the star level,price and electronic word-of-mouth,it is found that the star level and price of the routes affect electronic word-of-mouth.Sound has significant restraint effect.