A Study Of Micro-tourism Diffusion And Impact Factors Of Micro-tourism Adoption Based On Innovation Diffusion Theory

Abstract:With the continuous development of China’s tourism industry and the rapid growth of domestic tourism demand as well as the growing public awareness of leisure, the form of tourism has been more related with leisure, experience and diversification under the impetus of the policy and market. In the year of2011, micro-tourism has been formally put on the agenda as a new form of tourism. It has set off a boom in the industry since then. A large number of micro-tourism products have appeared on-line quickly, including hot spring tour, ancient town tour and island tour. These tours take lor2days and have greatly satisfied the demands of citizens especially the urban white-collar workers and students, which needs to get away from the daily life and release pressure. According to the feedback from various media, the bookings of micro-tourism products present a tendency of straight climb. Although micro-tourism market is popular, the development of destination of micro-tourism is still in a backward state in our country. The design of micro-tourism products is far unable to meet the growing needs of tourists and the related micro-tourism theory researches are in scarcity. Under such circumstances, basic concept of micro-tourism, impact factors of China’s micro-tourism diffusion are the issues that need to be solved urgently, so that we could design some products that suit for the market, which is good for the sustainable development of micro-tourism.Based on Rogers’s innovation diffusion theory, this article studies the diffusion process and the impact factors of micro-tourism. First of all, through the analysis of China’s micro-tourism development situation, we can draw a conclusion that the diffusion of micro-tourism in our country consistent with the basic features of innovation diffusion theory. Secondly, according to the innovation diffusion theory and the diffusion status of the micro-tourism, the article proposes the impact factors of China’s micro-tourism diffusion and makes several hypothetical propositions. Then a model of impact factors of micro-tourism adoption is built. Through the empirical research method, the article uses the combination of analysis approach of questionnaire and SPSS software to draw a conclusion of the impact intensity of each impact factors for influencing micro-tourism user’s adoption behavior. In the end, through the analysis of the results, we can draw relevant conclusions.