A Research On The Influence Of Internet Word Of Mouth On Destination Image And Tourists' Behavior Intention

The emergence of the Internet has brought people into an era of information explosion.Internet word-of-mouth has become the main source of information for network users because of its immediacy and non-limitation of time and space.In the field of tourism,it has become a mainstream trend for tourists to determine their next action by obtaining relevant information of destinations through the Internet before traveling.Tourism academic circles have gradually begun to study this phenomenon At present,tourism scholars mostly explore tourists' behavioral intentions from the perspective of post-tourism,and rarely study use destination image as a mediating variable.Based on the research perspective of Internet word of mouth,this paper takes the theory of information processing and "Howard-Sheth" model as the theoretical basis.It explore the influence mechanism of Internet word of mouth on destination image and tourist behavior intention,and build a theoretical model.Verify that there is a mediating effect of destination image in three variablesThe research selects Wu Lingyuan Scenic Area as a case study place.It combs the scholars' research,constructs the concept model and designs the survey questionnaire.Obtained 405 valid questionnaires using the online plus offline model.The data analysis results based on SPSS26.0 and AMOS26.0 show:(1)the direction,quality and quantity of online word of mouth have a significant positive impact on the destination image;(2)The destination image has a clear positive correlation with tourists behavior intention;(3)the direction,quality and quantity of Internet word of mouth have a significant positive impact on the behavior intention of tourists;(4)The destination image has partial intermediary effect in the influence of the direction,quality and quantity of Internet word of mouth on the behavioral intentions of touristsAccording to the conclusions,this paper puts forward management inspiration and suggestions from the aspects of destination public opinion control,online word of mouth marketing,multi-faceted platform publicity,making tourists aware of their influence,and strengthening tourism destination management and construction.The research explores the practice of Internet word of mouth in the field of tourism.It enriches the research content of destination image and potential tourists behavior intention.It provides theoretical guidance for destinations in combination with Internet technology for operational management.