Research On The Influence Of Online Social Interaction Of Giant Panda Fans On Their Travel Intentio

Chengdu Research Base of Giant Panda Breeding is a typical semi-captive wildlife tourism destination.In the era of social media,it actively builds giant panda themed online communities and social accounts for online marketing.This kind of network marketing relying on social media will trigger the social interaction behaviors of network users,thus influencing and changing the behavioral decisions of tourists.In order to explore the impact of online social interaction on the giant panda base’s willingness to travel,this paper constructs and tests the impact model of online social interaction on the giant panda base’s willingness to travel by combing domestic and foreign literature.This paper can be divided into three parts: literature review,empirical analysis and management enlightenment.In the part of literature review,through reading and sorting out foreign literature,the concept and research status of online social interaction,destination image perception,psychological distance,travel intention and wildlife tourism are preliminatively grasped.According to the results of literature review,the dimensions of network social interaction(information interaction,interpersonal interaction)and destination image(cognitive image,emotional image)are divided,and the questionnaire items in this paper are defined based on the specific research context.In the empirical analysis part,based on the explanatory level theory,SOR theory,social exchange theory and relevant literature,this paper builds a model of the impact of online social interaction on travel intention,and puts forward 17 research hypotheses.After eliminating 1 item with unqualified reliability through pre-investigation,21 items are reserved for formal investigation.After variance analysis,it is found that there are significant differences among Internet users of different ages,occupations and education levels in their perception of the tourist image of the Giant panda base and their willingness to travel.The results of structural equation model analysis show that:(1)Information interaction and interpersonal interaction in network social interaction and emotional image in tourist image of Giant panda base have positive and significant effects on tourist intention of giant panda base;(2)The network information interaction can only positively affect the cognitive image of the giant panda base,while the network interpersonal interaction can affect both the cognitive image and the emotional image of the giant panda base;(3)The affective image of the giant panda base played a mediating role between online interpersonal interaction and travel intention,and the cognitive image and affective image of the giant panda base played a chain mediating role between online social interaction and travel intention.(4)Psychological distance negatively moderates the relationship between online social interaction and panda base travel intention.In the part of management enlightenment,combined with the conclusion of empirical analysis,the following suggestions are put forward for wild animal tourism destinations such as Giant panda base from three perspectives of network social interaction,destination image and psychological distance: guide tourists to actively engage in social interaction,pay attention to the shaping and spreading of tourism image,and reduce the psychological distance between tourists and destinations.