An Empirical Study Of The Impact Of China Tourism Online Review On Tourism Consumer Purchasing Decision

As rapid development of tourism market in China, as well as the growing prosperity of the online tourism, the proportion of tourism consumption is increased. Along with the development of internet technology, the network has been a very inseparable part of people's life, at the same time, online reviews, as a new mean of communication among real/potential customers, become an important external factor affecting both the customer decision-making and the tourism consumers purchasing decision.Focusing on the hypotheses and research model, and from the comparative study and the development of online tourism, the thesis studies the impact of tourism online review on travel consumers purchasing decision from an empirical perspective. From customers' point of view, we assumed that quality of reviews, the reputation of reviewers, timeliness of review, quantity of reviews, form of reviews, characteristics of reviewer and tendency of reviews have significant effects on tourism consumers purchasing decision.The majority of research objects of the thesis are students and general staff. After the small-scale pilot study, a field survey was conducted.300questionnaires were distributed and280responses were obtained. After removing the incomplete answers of samples, a total of266questionnaires formed the data. A series of studies are reliability analysis, the validity analysis, correlation analysis and regression analysis were applied to analyze the data. The results show that quantity of reviews, form of reviews and tendency of reviews have significant effects on tourism consumers purchasing decision; moreover, the quality of reviews, the reputation of reviewers, timeliness of review and characteristics of reviewer have no significant effects. Finally, the thesis discussed the results of the study and also suggested some implications for the development of tourism E-commerce in China.