The Research For Information Contents In Tourism Virtual Community And Impact Of Tourism Decisions

As the status of China’s tourism industry continues to improve in the national economy,the prospects of domestic tourism development are bright.Lots of tourists began to gather and find travel-related information through the network information platform. Thus, as the Internet social networking platform-Tourism virtual community is developing rapidly, it has significantly stimulated the tourism consumption,so people began to share knowledge, communicated and make emotional contacts through the virtual community platform.To onine travel enterprises,the emerging thing also brought a surge in demand of tourists,enterprises can promote products and services of the tourism destination through online marketing. This not only reduces the cost of marketing campaigns, but also help enterprises to cultivate loyal customers. Thus,how to operate the tourism virtual communities as a network marketing platform is a worthy issue for online travel enterprises to explore.The purpose of this study is to:(a)on the basis of domestic and foreign literature, the author found out the service contents of the community that can affect people’s tourism decisions;(b) to classified the service contents into six functions(interface design, giving tourist information, search for tourism information,conseling information,organise tourism and online reservation).In this paper,the author used factor analysis,with SPSS,to identify relationships and a significant degree between the service contents of tourism virtual community and tourism decision.The results showed that information services of community is divided into four categories:the core information services,the booking assistance services,the travel organization services and the convenience of information services, each element has a good interpretation for tourism decision and has a significant positive impact on tourism decision.Obviously,the operators of community information services must focus on the four information services factors,in order to strengthen tourism decisions bewteen community members.At last, this article also makes strategies on how to optimize community service and improves user participation,making conclusions on online tourism marketing.