Study On The Influence Of Internet Word-of-Mouth Spread Among Tourists On The Choice Of B&B

At present,neighborhoods,villages and towns with certain cultural heritage have become the main tourist destinations for tourists.With its geographical advantages,the property has a place in this tourist accommodation market.At the same time,most of the tourists in China are looking for new types,and the rate of revisiting is not high.Finding a satisfactory accommodation has become a key issue for them to solve.The civilianization of the Internet has made the Internet a very convenient way for tourists to seek a place to stay,and the word-of-mouth on the Internet has become increasingly apparent.In the highly competitive homestay market,homebuyers who want to win these one-time consumption must pay attention to the word-of-mouth communication on the Internet.This paper firstly combs the relevant research literatures on Internet word-of-mouth communication,homestay and perceived credibility,and defines the concept of Internet word-of-mouth communication and homestay.Secondly,based on Kotler's stimulus response model and communication theory,combined with existing research,the perceptual credibility is introduced as a mediator variable,and the research model and research hypothesis are constructed.Then,a questionnaire survey was conducted on the hotel's experiencers,and the statistical analysis software SPSS24.0 was used to perform descriptive statistical analysis,reliability,validity analysis,correlation analysis and multiple regression analysis on the collected data.The influence mechanism of word-of-mouth communication on the choice of homestay under the intermediary of perceived credibility.The research shows that the main body dimension of the word-of-mouth communication among tourists(professional and authoritative),the relationship dimension(identity,interaction)between the Internet word-of-mouth communication subject and the object,and the online word-of-mouth information dimension(interest,interaction,website reputation)There is a significant positive impact on perceived credibility and home stay choice.The dimension of the Internet word-of-mouth communication object has a significant negative impact on the perceived credibility and the choice of homestay.Perceived credibility has a significant positive impact on the choice of homestay.The experience of the homestay experience and the consensus of the word of mouth have a positive impact on the willingness to spread.The research conclusions help the B&B operators to understand the influence mechanism of Internet word-of-mouth communication on the choice of tourists and B&B,help the B&B operators to pay more attention to the perceived credibility,and at the same time develop accurate word-of-mouth communication for the B&B operators in the fierce competition in the B&B market.Marketing provides research support.