Research On The Customer Engagement Behavior Of Tourism Virtual Community From The Perspective Of Attachment Theory

The in-depth popularity and rapid development of the Internet have brought great potential to the innovation of tourism enterprises.Since the creation of the first travel website in 1997,China's tourism virtual community has been through 21 years.More and more tourism companies have turned their attention to “Tourism + Internet”,and various tourism enterprises have established their own tourism virtual communities(such as tourism guide community,WeChat public number,tourism social networking sites,etc.)through the platform.Tourism enterprises interact to the customers directly to understand and meet their needs,so that the customer has an attachment to the tourism virtual community,thereby prompting customer engagement behavior.This paper draws on the existing research results of domestic and foreign customer behavior in the tourism virtual community,and researches the psychological mechanism of customer engagement behavior from the perspective of attachment theory.Firstly,this paper reviews the literature on customer engagement,tourism virtual community and virtual community attachment.According to autonomy-relatednesscompetence attachment determination theory and “stimulus-organism-response” theory,the relationship between tourism virtual community characteristics,virtual community attachment and customer engagement behavior is constructed.Secondly,this paper obtains sample data by issuing questionnaires and conducts empirical analysis based on sample data.Thirdly,this paper uses SPSS24.0 and AMOS21.0 software to perform descriptive statistical analysis of the sample data,reliability and validity analysis of the scale,and hypothesis testing of the structural equation model.From the perspective of attachment theory,this paper explores the influencing factors of customer virtual community attachment and the influence of virtual community attachment on customer engagement behavior,and constructs a research model based on the "stimulus-organism-response" mechanism.The characteristics of the tourism virtual community are independent variables,the virtual community attachment is the intermediary variable,and the customer engagement behavior is the dependent variable.AMOS21.0 software is used to awaken the structural equation model analysis to test the relationship between tourism virtual community characteristics,virtual community attachment and customer engagement behavior.Tourism virtual community characteristics include convenience,group,entertainment,information source influence.Virtual community attachment includes two dimensions: common identity attachment and common band attachment;customer engagement behavior includes four dimensions: word-of-mouth recommendation,virtual community involvement,information sharing,and interactive behavior.The results show that:(1)group,entertainment,information source influence are important reasons for customers to generate common identity attachment,and group has a positive impact on customers' common band attachment;(2)Convenience has no significant impact on customers' virtual community attachment;(3)Virtual community attachment has a positive impact on customer engagement behavior,common identity attachment has the greatest impact on the customer's interactive behavior,and common band attachment has the greatest impact on the customer's virtual community involvement behavior.Finally,according to the empirical research conclusions,this article provides some management recommendations for tourism enterprises and tourism virtual community operators to better attract customers to pay attention to the tourism virtual community,to promote their formation of a strong sense of attachment,and then generate a series of customer engagement behavior.