The Research About The Effect Of Micro Blog Marketing On Tourists’ Behavioral Intention

As the growing of economic as well as the optimization and readjustment of tourism industrial structure going on, the small travelling enterprises, which used to be labeled “unofficial”, are now considered important for the healthy and steady development of the tourism industry. Meanwhile, it’s also the truth that there is no possibility for these small businesses to devote huge amount of money into the costly traditional media to get publicity. As we are currently experiencing the mobile Internet era, especially the emerging of new media, like micro-blog for one thing, has granted the small travelling business much bigger chance to get access to the targeted group, however, due to different level of operation, most of the small entities can’t make full use of it. On the basis of that, this text discusses the methods about how the micro-blog marketing affects tourists’ behavioral intention through empirical case studies.Based on TAM, choice. Finally selected perceived usefulness, perceived ease of use, perception of interactive, perceived enjoyment, perceived risk, subjective norm, individual innovation as independent variables; Attitude as Partial intermediary variable, behavioral intention as independent variable. Then building hypothesis and model, collecting first hand data by sending questionnaires. By analyzing first hand data through SPSS21.0 and AMOS21.0, the author came to 5 main conclusions:(1) seven variables all can affect tourists’ behavioral intention to some extent;(2) Perceived ease of use, perception of interactive and perceived enjoyment positively affect tourists’ behavioral intention through attitude;(3) Perceived usefulness and subjective norm can not only bring positive effects through attitude but also bring direct positive effects;(4) Individual innovation will generate positive effects directly too;(5) Only perceived risk weaken the behavioral intention. Finally, the author propose six points on the micro blog operation of small travelling business, and due to the insufficient of this study, we have also proposed the directions in future research.