An Empirical Research On Formation Mechanism Of The Virtual Tourism Participants’ Behavior Tendencies

In the information age, the rapid development of internet technology promotes tourism industry to continue using information technology to show its tourism value and function. Focusing on network experience "virtual tourism" came into being. Based on internet or virtual tourism technology, it is an active process of the scene outside, such as the virtual landscape, online information search, functional and psychological experience, opening a new tourism information age and being a new way for people to tourism activities. What is a virtual tourism? What are the influencing factors of the virtual tourism experience? How the travel experience activities affect the participants and thus stimulate behavioral tendencies? With these questions, this study explores the virtual tour participants travel decision-making from the angle of virtual tourism participants’ behavior.The study used the method of interviews and questionnaire survey to collect valid data, used exploratory factor analysis to extract the key factors of virtual tourism experience, and used theoretical explanation and correlation analysis to explore the antecedents of the behavioral tendencies of virtual tour participants. With structural equation mode, it analyzes the form mechanism of virtual tourism participants’ behavioral tendencies. The conclusions of the study are as following:First, through the exploratory factor analysis, the variables can be divided into five categories:information content, interpersonal communication, platform properties, entertainment services, and personal characteristics, then by confirmatory factor analysis confirmed the results of exploratory factor analysis.Second, through the collation of the results of the antecedents of consumer behavior tendencies on the Internet, the behavioral tendencies study is divided into three schools: satisfaction dominant, value dominant and multi-antecedent school, then author analyzes and finds problems of the three schools, proposes a new perspective of the virtual tourism participants’ behavioral antecedents-Functional Values and Psychological Values. Finally, by the correlation test, the sample data derived functional values and psychological values have a significant positive impact on virtual tourism participants’ behavioral tendencies.Third, though construct model and analysis found that information content, interpersonal communication, platform attributes and personal characteristics have significant positive effect on functional values and psychological values, and functional values and psychological values have significant positive effect on the virtual tourism participants’ tendencies. Entertainment services have not significant effect on functional values and psychological Values. This is because our virtual tourism is in the early development, and the virtual tourism of the design did not effectively meet the participants’entertainment personality needs.