Research On The Influence Of Social Media On The Decision-making Behavior Of Eco-tourists In Qingyuan,Zhejiang

With the advent of the Internet era,social media,with its unique characteristics of participation and sharing,has influenced all aspects of people's life and consumption.People have gradually changed from the role of information receiver to the dominant and dominant voice of information transmission.Especially with the rise of social media in the 21 st century,the vast number of informers can obtain tourism information in various convenient and smooth ways,making social media an important means to influence tourists' decision-making behavior.Based on closing hillsides ecotourism scenic area as the study area,zhejiang province,to the county's ecological tourists as the research object,combining previous on social media,ecological tourism,tourism decision-making problems related to research,in the form of depth interviews and questionnaire survey to collect the closing hillsides ecological tourist information,focus on analysis of social media on ecological tourist cognition needs,information search,judgment,choice,travel decisions,and evaluation of the five stages of different influence,at the same time to explore the usefulness of social media,ease of use,entertaining,trust,subjective norms,and use attitude six factors impact on the ecological decision-making behavior of tourists.In order to provide guidance for the sustainable development of eco-tourism in this county,this paper adopts the quantitative research method to make statistical analysis on the collected data and obtain the influencing factors of eco-tourists' decision-making behavior.The results show that: first,social media has different effects on the five stages of eco-tourists' decision-making in Qingyuan County.Second,ecological tourists in Qingyuan County can generate internal demands through external stimulation of social media,thus generating travel motivation.Thirdly,social media has a great impact on eco-tourists' decision-making in Qingyuan County,and most eco-tourists choose to refer to the tourist destinations recommended by other tourists on social media.Fourth,the higher the usefulness,entertainment,trust,subjective norms and use attitude of social media,the greater the impact on the decision making of eco-tourists.Based on this,the following Suggestions are proposed: first,attach importance to the promotion of tourism information on social media platforms.Second,set up eco-tourism zones on social media platforms.Third,improve service quality and form word-of-mouth marketing model.Fourthly,pay attention to the cultivation of potential tourists around ecological tourists.