The Effect Of Emotional Attachment To Tourism Virtual Community On Tourism Activities Participation Behavior

With the development and popularization of network information technology,the network virtual environment has become a part of the human survival environment that cannot be ignored.Virtual community that people can share common interests,hobbies and needs together has become a a kind of typical virtual space,it has emotional and spiritual meaning and value which same as the real space at the same time.Tourism virtual community is the one of most important type of network virtual community,which made by tourists who have common interests or tourism experience.In tourism virtual community,tourists can communicate and interact through the Internet.With the rapid development of wisdom tourism,and the background of tourists travel demand and travel behavior personalized.tourism virtual community is not only a platform of information exchange and sharing between tourists,but also has become a spiritual home that can produce cultural identity,sense of psychological belonging and emotional attachment.Based on non-profit travel enthusiasts club,this paper discusses the effect of emotional attachment to tourism virtual community on tourism activities participation behavior.This article adopts the way of questionnaire survey to research club members' emotional attachment features and tourism activities participation behavior,on the basis of the data collection and statistics,using the factor analysis method analyze community members' emotional attachment features to tourism virtual community,through structural equation modeling to explore the influence mechanism of emotional attachment to tourism virtual community on tourism activities participation behavior.Through research results and data analysis,we can get the following conclusions.(1)Community members emotional attachment level of the tourism virtual community is medium high,members community dependence level that relied on the functional attachment is more higher than community identity that relied on the emotional attachment,so members emotional attachment to tourism virtual community is mainly depend on community dependence.(2)Community members of different gender,age,profession,income level and community role have significant difference emotional attachment to tourism virtual community,but educational level and won't have significant effect on community members emotional attachment.Members join travel enthusiasts club more longer,participate in tourism activities more times,their emotional attachment to tourismvirtual community are also more higher.(3)Community members emotional attachment to tourism virtual community have a significant positive impact on tourism activities participation behavior.Among them,the affect path coefficient on community independence to tourism activities participation behavior is 0.92,but the community identity doesn't has significant positive impact on tourism activities participation behavior.In addition,the community dependence also has significant positive impact on the community identity,and the path coefficient is 0.85.On this basis,this article from the perspective of emotional attachment proposes put forward five suggestions for tourism virtual community,they are: perfecting the community function,construction community members access system,creating a good communication environment,rationally arranging travel activities and enriching community offline cultural life.This paper also put forward the specific countermeasures to carry out network marketing and emotional marketing for tourist destination,so this paper will provide scientific guidance to tourism virtual community development and tourism destination marketing.