The Research On Wom Influencing Factors Of Tourist's Travelling Intention

Along with the development and popularization of modern communication techonology, word-of-mouth (WOM) has increasingly become the focus in academic circles. And due to the tourism product's characteristics, the tourists are unable to get direct perception and experience before they involve in tourism activities in person. Therefore, WOM is one of the most important information source to the tourist..Based on plenteous literature review, the study hypothesised that sender's expertise,strength tie,tourist's expertise,tourist's perseive risk and imformation content have a positive influence on the tourist's travelling intension. Besides, it proposed that there is a medium variable of how actively the WOM is sought meditate the relationship stated above. According to questionnair survey on the internet, the hypothesis was tested and then get relevant conclusions and recommendations.