Research On The Impact Of UGC On Tourist Behavior Intention From The Perspective Of Integrated Marketing

With the rapid growth of the Internet,at the same time high Internet coverage provides a lot of convenience to consumers who buy goods and services,while their purchasing decisions are based more on the information and opinions available on the Internet platforms.Combined with the arrival of Web 2.0 era,the attention of the Internet has shifted from a single content circulation to the direction of user communication,and gradually increased attention to user needs,thus promoting the active interaction between users,and thus attracting a large number of information exchange and sharing in the process of user’s usage.And so UGC(User-Generated Content)has stepped on the stage of information collection and acquisition.In addition,due to the particularity of consumption and experience in tourism behavior at the same time,tourists need to obtain more information to support their intention to travel before making travel decisions.Based on this,this paper puts forward thoughts on the transformation and upgrading of marketing mode under the rapid development of the Internet and new media communication,and studies the influence of UGC on tourist behavior intention in this context.Based on the SOR theory(Stimulus-Organism-Response),this study investigated‘the UGC-tourism destination image-tourist behavior intention’ pathway.And based on the explanatory level theory,social distance was used as a moderator to analyze the‘UGC-tourism destination image’ pathway.Finally,based on the information processing theory,the influence path of ‘tourism destination image-tourist behavior intention’ is analyzed.In the subdivision of variables,User-Generated Content(UGC)is subdivided into three dimensions of interactivity,information and reliability according to its characteristics.Tourism destination image is divided into cognitive image and emotional image.In this paper,the research based on the new media marketing communication environment,from the perspective of integrated marketing communication,exploring the influence of UGC on tourism destination image and tourist behavior intention is helpful to re-understand and summarize the laws of destination marketing communication theoretically,and enriches the theoretical system of destination marketing communication.Based on the construction of the above research model,Chengdu was selected as a case to conduct descriptive statistical analysis,reliability and validity analysis of612 recovered data by using SPSS 26.0,and 6 groups of research hypotheses proposed by the theoretical model were verified by using Smart PLS 3.3.3.The results show that :(1)The interaction,information and reliability of UGC have a significant positive impact on tourist behavior intention;(2)The interaction,information and reliability of UGC have a significant positive impact on the cognitive image and emotional image;(3)Tourism destination cognitive image and emotional image have a significant positive impact on tourist behavioral intention;(4)The cognitive image plays a mediating role in the influence of the interaction,information and reliability of UGC on tourist behavior intention,and the emotional image plays a mediating role in the influence of the interaction and reliability of UGC on tourist behavior intention,but the emotional image does not play a mediating role in the influence of the information of UGC on tourist behavior intention;(5)Social distance moderates the effects of the interaction,information and reliability of UGC on cognitive image and emotional image;(6)In the internal structure of tourism destination image,cognitive image has a significant positive effect on emotional image.Above all this paper puts forward the corresponding management enlightenment,strengthening UGC management and optimizing the sources and channels of information generation,expanding the publicity dimension,guiding the establishment of a good destination image and attention to tourists,enhancing the pertinence of integrated marketing publicity.