Luence Of Tourists’ Social Media Complaints On Their Behavior

Social media has changed the way of generating and disseminating tourism-related information.Previous tourism management studies mainly focused on the benefits brought by social media,but by increasing the channels for tourists to complain,social media makes us realize that the negative effects of social media are equally important in tourism research.Tourists’ complaint on social media is an interactive process of value formation,which can be value co-creation(VCC)or value co-destruction(VCD).In recent years,many studies have explored the ante-causal relationship between VCC and VCD.However,the internal mechanism of VCC and VCD caused by online interaction and tourist complaints remains to be studied.Based on a review and review of relevant domestic and foreign literature,this study constructs a behavior model of value co-creation and co-destruction in the formation of tourist complaints on social media within the framework of Use and gratification theory.Tourists will evaluate their perception of psychological needs for problem solving,attention seeking and altruistic complaint motives,thus affecting satisfaction.Changes in satisfaction will affect value co-creation and codestruction behaviors.Based on the above research logic,this study takes tourists who have used social media to complain as research objects,collects data through questionn aire survey,and then uses SPSS26.0 software to empirically test data quality and research hypotheses.The empirical research results show that:Seeking solution is an important prevariable for Perceived justice.Seeking attention and Altruism have a significant positive impact on Perceived organizational support,while altruism will positively influence Warm glow.These variables lead to an increase in tourists’ Satisfaction and promote four value-creating behaviors,including Feedback,advocacy,helping and personal interaction.Negative Word-of-Mouth and Switching behavior are reduced.From a theoretical point of view,this study enriches the theoretical research on VCC and VCD,extends it to the field of online context and tourism,and proves that attention-seeking is also one of the motivations for tourists to complain on social media.The empirical results of this study prove the potential mechanism of VCC and VCD on social media.Contribute to the research of future network value.In addition,this study found that different ways and processing processes of tourists’ complaints can realize the symbiosis and mutual transformation of VCC and VCD.VCC and VCD are not an either-or relationship,and the VCC and VCD generated by tourists’ complaints on social media are mutually interacting and symbiosis.Reasonable use of this internal relationship can further improve the quality of tourism services.From a practical point of view,social media managers should pay more attention to the training of employees’ ability to deal with complaints;Improve the importance of social media technical support to restore satisfaction after complaints;Keenly aware of the transformation process of value co-creation and value co-destruction in the process of tourists’ complaints;By setting up appro priate rewards for reasonable complaints of tourists and positive reactions of other members,and encouraging more members to give emotional support to complainers,it can not only relieve the working pressure of staff dealing with tourists’ complaints,but also avoid most cases of value destruction.