The Influences Of The Perception To The Tourism Marketing Texts In Wechat On The Behavior Intention Of Consumer

The explosive growth of WeChat users prompts numerous tourism enterprises and government agencies to settle in the WeChat public platform, resulting in the ardent favor for the tourism marketing on WeChat. Unfortunately, consumers are prone to be lost in the huge amount of available online information. Meanwhile, it tends to be increasingly difficult for the travel agents to stand out from the numerous information and acquire consumers’positive feedbacks. The information on WeChat is mainly displayed by means of pictures and texts. Thus it is of great significance to research the influences of the perception to the tourism marketing texts in WeChat(TMTW) on the behavior intention of consumer.In the numerous previous studies concerning tourism marketing texts, researchers mostly focus on specific objects (such as travel brochures) or consumers’ feedback and comments, while pay less attention to the online tourism marketing texts. In addition to the content of the tourism marketing texts or the travel routes and activities introduced in the texts, consumers’reading feeling and credibility on the texts also act as crucial influencing factors for the decision-making of consumer. This study was carried out on a self-driving travel marketing text posted on the WeChat by referring to the worldwide studies regarding the relations of social media with tourist behavior, electronic word-of-mouth of tourism, as well as the searching and source of tourism information etc.. Moreover, the study dimension was classified according to related researches and questionnaire surveys.The data were all collected from the WeChat users and further performed with independent-samples t test, single-factor variance analysis, and multiple linear regression using SPSS 19.0 statistical analysis software. The research results suggested that:(1) consumer’s behavior intention was subjected to the positive influences of the content quality of the marketing texts, the route and activities introduced in the texts, and the credibility of corresponding travel agents. The influences from the last factor was most significant among the three, followed by second one and the first one; (2) females presented more trust to the corresponding travel agents of TMTW than males; (3) consumers owning self-driving travel experiences were more prone to make decisions on self-driving travel and were more willing to forward, share, and collect related information on WeChat. The perception on the content quality of the texts, the value assessment on the routes and activities introduced in the texts, and the credibility of corresponding travel agent had nothing to do with whether or not customers had the self-driving experiences; (4) consumer’s occupation, age, education level, annual travel times, and regional distribution had no significant influences on the perception to the TMTW; (5) consumer’s income level showed significant influences on consumer’s perception to the content quality of TMTW, the value assessment on the routes and activities introduced in the texts, and the credibility of corresponding travel agent. However, its impacts were unobvious in aspect of customer’s behavior intention.According to the conclusion drawn from this empirical study, related suggestions were proposed for the design, propagation, and promotion etc. of the TMTW. Finally, discussion was given to the innovations, shortcomings, and future prospects of this study, in expectation of providing references for the TMTW studies in tourism industry and academia.