The Action Mechanism Of Wechat On Tourist Decision-Making

Since the launch of Tencent We Chat in 2011,the activity of We Chat users has exceeded 1 billion by 2018,and it has become an indispensable social tool in people's lives.With the in-depth application and development of online tourism in recent years,scholars in tourism have also noticed the impact of network information and social media on tourism decision-making,and have carried out research and exploration in this respect,providing guidance for the development of tourism marketing.Among them,the application and marketing trend of We Chat in tourism industry can not be underestimated.This paper will take We Chat,the social media,as the research object to explore how the tourism information in We Chat affects the decision-making process of tourists,helping better understand the role of We Chat in tourism decision-making,thus providing ideas for tourism enterprises in the use of We Chat marketing.Before writing,through reading and combing the relevant research literature,it is found that the scholars' research on Wechat mainly focuses on the two aspects of Wechat's communication effect and Wechat marketing.However,from the perspective of consumer behavior,there is little analysis on the influencing factors of Wechat's tourism decision-making.Therefore,this paper draws lessons from the research on the influencing factors of tourism decision-making by SNS,Weibo and Social media.Analyze and study the characteristics and methods of road and travel information in We Chat,combined with the tourist decision-making process to analyze the effect of the users in the use of We Chat on tourism decision-making process.Firstly,this paper elaborates the attributes,functions and information dissemination characteristics of Wechat in detail through literature review,and combs the classical models of tourism decision-making at home and abroad.Based on the tourism decision-making model proposed by Guo Kefeng,this paper analyses the generation of travel motivation and the characteristics of information search under the influence of Wechat,and puts forward the influence of Wechat on tourists' decision-making process.The relationship between the six variables: information attraction,relationship strength,trust,tourism involvement and perceived value positively.Secondly,data are obtained through network survey.By using SPSS software for data analysis,it is concluded that information attraction,relationship strength,trust,tourism involvement and perceived value positively affect tourists' tourism decision-making.Finally,the research conclusion and puts forward the suggestions and Strategies of tourism enterprises to carry out marketing in We Chat,and points out the research shortcomings and the direction of later.