UGC Study On The Effect On The Behavior Of Tourists

According to the National Tourism Administration predicts that the end of 2010 the scale of China's tourism market will reach 1.44 trillion RMB, the scale of online travel bookings growth of more than 23%, the tourism industry revenue is in the proportion of GDP to 9%. China's tourism industry has entered a period of rapid growth.Meanwhile, tourists on the requirements of tourism products and services are more diversified and personalized, so the existing tourist information content, form a single, slow updates, user participation is low, between tourism enterprises and tourist information asymmetry and a series of potential problems seriously affected the decision-making efficiency and effectiveness of tourists, inhibit the healthy development of the tourism industry.To solve this problem, this paper theoretically studies UGC (User Generated Content, UGC) on the impact of tourists and tourism enterprises, as there is for tourists traveling UGC before making an important reference for information; and for tourism enterprises from end markets, "first hand" information. The purpose of this study is to determine those characteristics UGC factors influence the process of tourists involved in the behavior of information, as well as the relationship between these factors and impact.This article first explained by the strong force, the most widely accepted international TAM as a theoretical basis, and on this basis, the introduction of much concern to the UGC tourist information on the characteristics of the external variables, adding the "perception of trust" and "Perception entertainment" two additional variables to construct a research model of this article "UGC on the behavior of tourists involved in research" model, while the model based on the relationship between the variables presented 10 research hypothesis.Considering actual condition, based on the questionnaire survey to collect respondents received realistic data. Using SPSS16.0 statistical software to collect data, carried on the reliability analysis, validity analysis, correlation analysis and regression analysis, etc., and then to the analytic result detail elaborated. Data research results of tectonic model and puts forward assumption was verified.Finally, data analysis and the combination of the actual situation of the tourism industry to clarify the conclusions of this research and the establishment of revised assumptions and non-variable relationship. And as a basis for tourism service providers put forward the corresponding management recommendations for improvement. Of these proposals on tourism enterprises and the development of China's tourism industry has important practical significance.