Research On The Relationship Between Tourist Experience And Internet-word-of-mouth Intention

A close relation that exists between tourist experience and Internet-word-of-mouth intention is an very important issue in the tourism destination marketing, and is of great significant to destination image visitor management and so on. This paper takes Zhangjiajie tourist destination as an example and explores the effect of tourist experience on Internet word-of-mouth intention to provide some basis for tourism destination marketing.Based on the review of Tourist experience and Internet word-of-mouth intention, this paper proposes some research hypotheses, constructs the conceptual model, chooses the measurement indexes of Tourist experience and Internet-word-of-mouth intention, finishes the design of questionnaire. And then, we take the pilot test to modify the questionnaire and get the final questionnaire. The data is gained from Zhangjiajie tourist destination.The processed data is analyzed with SPSS statistical software and the results demonstrate that Tour guide service experience, Entertainment experience, Accommodation experience, Shopping experience, Transportation experience, Social custom experience, Dinning experience, Scenic resource experience have direct significant influence on Internet word-of-mouth intention. Moreover, Social custom experience has the most significant influence on Internet-word-of-mouth intention. The further analysis of Internet-word-of-mouth intention among different groups demonstrates that distinguish significantly among different ages, education backgrounds, tourism expectation, travel experience, tourism consumption.In the last paragraph,we propose some customized counter-measures for development of tourism products and promotion of Internet word-of-mouth intention. Firstly, cultivate high loyalty customers, pay more attention to the social custom experience of tourist destination; Secondly, develop more products to enrich tourist’s entertainment experience; Thirdly, improve destination tourism service system. And finally, position the marketing objects and implement positive Internet-word-of-mouth strategic plan.