| With the rapid development of global informatization, nowadays network life has become a inseparable part of people’s social life and communication. Continuous innovation of network technology has spawned a number of new networking tools, which has a deep impact on our lives. WeChat is produced under such background, which developing rapidly after its emergence. With the growth of registered users and active users and the emergence of new public platform, WeChat has become a new special marketing tool following the micro-blog. Its value in the Internet marketing has been recognized by more and more individuals and enterprises. So many companies have changed to use WeChat public platform for marketing instead of micro-blog, which also has many tourism enterprises, such as all kinds of tourist sites, tourist attractions, travel agencies and high-star hotels. In view of this, exploring the influence of tourism enterprises official WeChat to travelers’ behavior intention and understanding the demands of users is necessary. It can help tourism enterprises to choose advertising platform and improve the marketing effect.The theoretical basis of this paper is the Technology Acceptance Model (TAM), the author combines tourism enterprises official WeChat’s characteristics and added three variables (Perceived Risk&Perceived Interactivity&Subjective Norms) into it, to explore tourism official WeChat impact on travelers’behavior intention mechanism. The study used SPSS 17.0 and AMOS 17.0 as tools to analysis collected data, and came up with the following conclusions:Firstly, the tourism enterprises official WeChat factors on travelers’ behavior intentions are:perceived usefulness, perceived easy of use, perceived risk, perceived interactivity and subjective norms. Secondly, perceived usefulness, perceived easy of use, perceived interactivity, subjective norms positively correlated with using attitude; perceived risk is negatively related to the using attitude; perceived usefulness, perceived interactivity, subjective norms positively correlated with the travelers’behavior intention; perceived risk is negatively related to the travelers’behavior intention; using attitude and travelers’behavior intention is related; different demographic characteristics of travelers’exist significant difference of perception of each variable.Meanwhile according to research conclusions, this study for the tourism companies operate WeChat made the following recommendations. First, enhancing the usefulness of message and improving the user’s perceived usefulness; The second is simplified functional operation and interface settings, improve usability of tourism official micro-letter; The third is to improve the tourism WeChat letter use safety, reduce the user’s perceived risk; The fourth is to strengthen the interaction with the users, increase customer satisfaction and loyalty; Fifth, pay attention to word of mouth marketing, improve the degree of tourism enterprises praise official WeChat. |
