Study On The Small And Medium-sized Travel Agency Network Marketing Strategy Based On The Theory Of Using Intention

Under the background of the further implementation of the new <tourism law> and the policy about transform the economic development model on third Plenary Session of the eighteen,modern tourism in China,with 30 years of developing history, is growing fast.In sharp contrast to the booming situation:industry total revenue increased but the industry net profit fell.To reverse this embarrassing situation,the author thinks that in today’s internet and mobile network further popularity and the rapid development of online travel market,the use of network marketing for tourism service product is a nice choice to promote the development of the status quo and promote the prosperity of travel agency industry.Therefore,this paper takes medium and small travel agencies and its consumers as the main research object.Do research work on the medium and small travel agencies’ network marketing strategy.About the sudy on travel agencies’ network marketing strategy,the research of domestic and foreign scholars mainly focus on the descriptive study,although some scholars have realized that the travel agency network marketing of tourism products is the new trend and make a verbal elaborate and outlook,more than just a kind of theoretical thinking.In this paper, combined with the using intention and TAM model,construct the model of the medium and small travel agencies tourism product marketing on consumers’ using intention.Attempts to model and data,make a quantitative analysis about the consumers’ using intention of understanding or purchasing tourism products through the network,find the consumer’ more willingness to use the network channel and the influence factors.Finally, according to the research conclusion,this paper put forward the specific marketing strategy recommendations about the medium and small travel agencies in the We Chat marketing and the third party platform marketing.