Study On The Effect Of Scenic Spots’ Micro-blogging Marketing To Tourists’ Decision-making Behaviors

Abstract: In the era of "user-operated media", micro-blogging has graduallybecome a strategic platform of enterprises marketing. Micro-blogging also gets thefavor of various industries, because of its convenience, instantaneity, viraltransmission, strong interactivity, high precision, etc. Especially in the domain oftourism, it has been widely used. At the same time, the proportions of tourist bloggerare more than others, so that lay a great foundation for tourist micro-bloggingmarketing. On the other hand, the academic researches about tourist micro-bloggingmarketing are still in primary stage, and lack some corresponding quantitativeresearches, and meanwhile the research of tourist decisional behavior has receivingmuch more attention in recent years. This thesis explores the micro-bloggingmarketing situation of tourist scenic, the impact on the decisional behavior of touristsand so on the questions, in order to provide rationalization proposals for the relatedtheory researches of tourist micro-blogging and the micro-blogging marketing oftourist enterprises.This thesis is based on the theory of micro-marketing, communication, consumerbehavior study, tourist decision and so on, combining the theory of consumer attitudebehavior, and deep analyzes the mechanism of action of tourism scenicmicro-blogging to the brand attitudes of tourists and the decision of tourist purchase,and builds the theory model of tourism scenic micro-blogging marketing and touristdecisions. Then through the form of questionnaire to collect data, carry out factoranalysis, principal component analysis, correlation analysis and regression analysiswith SPSS software. With the combed theory and in-depth interviews, this thesis putforward five main factors effecting tourism scenic’ micro-blogging marketing, whichare information quality, interactivity, marketing mode, activity and the intensity ofIWOM. Through the empirical analysis, first of all, this thesis proves there is effect offive factors to tourist attitude and tourist decision, and verifies there has a mediationeffect of the brand attitudes to tourism scenic of tourists. Secondly, throughelaborating the effect of tourism scenic micro-blogging marketing to tourist decision,proving the micro-blogging marketing would affect the whole decisional process concluding tourism demand cognitive, tourism information collection, tourism choiceevaluation, tourism purchase decision, tourist experience and valuation after travel.Thirdly, basing on the data collection, this articlesystematically analyses thedevelopment situation, characteristics, problems and trends of tourism scenicmicro-blogging marketing in China, therefore, it has certain reference significanceand academic value. At last, through the above systematic study, this thesis putforward the substantial strategy of tourism scenic micro-blogging marketing, hopingto provide some constructive suggestions for tourist enterprises to carry outmicro-blogging marketing.