Research On The Influence Of Virtual Community Information On Rural Tourism Behavior Intention

With the strategy of rural revitalization and the promotion of global tourism,the tourism industry in the vast rural areas of our country develops rapidly.Rural tourism not only improved local infrastructure,but also helped farmers to get rid of poverty and become rich,creating multiple benefits.Under the background of current industrial transformation and upgrading and rural revitalization,the development of rural tourism in China is facing new opportunities and challenges.We should make it clear that the development of rural tourism can not be separated from the effective propaganda of Internet information.If rural tourism wants to expand the source of tourists and enhance the overall efficiency,it is necessary to find a breakthrough from the source of information dissemination of rural tourism.Nowadays,driven by science and technology and mobile intelligence,the virtual community represented by Ctrip,Flying Pig,Tourism Post Bar,Tourism Group and so on has become the "catalyst" and "barometer" of rural tourism.Tourists use the tourism virtual community to obtain rural tourism information,share rural tourism experience,and find like-minded "hikers ".Therefore,the virtual community has deeply influenced the interaction and communication mode between tourists and rural tourism enterprises,which has stimulated the rural tourism demand of potential tourists and accelerated the formation of people’s rural tourism behavior intention.Based on this,the author selects 9 subjects from the offline rural tourist attractions and online virtual communities for random interviews,and uses the semi-structured interview method to deeply analyze the real ideas of tourists members on the virtual community information.In addition,in order to analyze the internal relationship between virtual community information and tourists’ rural tourism behavior intention,this paper takes Gannan area as an example,based on interpersonal interaction theory,planning behavior theory,customer perception theory and involvement theory,selects virtual community information content,information quality,information word-of-mouth,virtual community members’ emotional involvement,value perception and rural tourism behavior intention as six core variables to construct structural equation model and put forward eight research hypotheses.Using statistical software such as SPSS20.0 and AMOS.21.0 to test and analyze the theoretical model and hypothesis,348 valid questionnaires were distributed and recovered through paper questionnaire and network questionnaire.In the interview analysis,the author found that the authenticity of information,the perception of information value,the timeliness of information exchange,the diversity of information interaction and the guidance of leaders’ opinions are the key information factors that affect the rural tourism behavior intention.The empirical results show that virtual community information content,information quality and information word-of-mouth have a significant positive impact on rural tourists’ emotional involvement;virtual community information content and information word-of-mouth have a significant positive impact on rural tourists’ value perception;tourists’ emotional involvement has a significant positive impact on rural tourism behavior intention;and there is no significant positive relationship between virtual community information quality and tourists’ value perception and rural tourism behavior intention.Finally,in view of the survey results,this paper puts forward feasible suggestions on how to carry out network marketing in rural tourism in Gannan from three angles of information dissemination source,information content and network operators,and puts forward prospects for future research.