The Impact Study Of UGC Online Travel Sites On The Buying Behavior Of Tourists

User generated content(UGC) is the focus of academic circles in recent years, it is a new form of network resource organization and creation.Tourism UGC is the UGC content whose theme is tourism, especially in the travel website created by the user’s text, images, audio, video, etc.In 2014, according to iresearch statistical data show that the number of China’s online travel UGC industry users has reached 240 million, 128.0% more than last year, accounting for 35.8% of the whole Internet users. China’s online travel UGC from free market, has now entered the early commercialization.At present, the online travel UGC industry development mainly face the following two questions: first, the credibility crisis of the network;Second, the contradiction between the mobile end bearing capacity and commercial product.To solve these problems, based on the literature review, grab the web page and questionnaire investigation, according to the characteristics of the UGC type online travel sites,the paper is on the basis of the theory of stimulus and response. by studying the change how the external environment stimulation affects psychological motivation in the process of buying tourism products, so as to establish the process from the external environment, the psychological motivation to produce purchase intentions, the study build the model in this paper, which is "UGC online travel sites influence on tourists behavior research" model. it is concluded that the relationship between the UGC type and the online travel sites on the buying behavior of tourists.Research results are as follows:In Ctrip community, the most active users are come from Shanghai, then from Beijing.thus it can be seen that people which participate in UGC are mostly from developed cities. From the side also show that the UGC tourism enterprise development has broad market prospects, and provide the basis for UGC tourism enterprise’s marketing positioning;Fan recommend or purchasing behavior have a significant impact to other visitors;the regression coefficients of UGC online travel website friendliness, originality, interactivity and instrumental are 0.239, 0.024, 0.186, 0.024, we can see that the site more beautiful, the network more convenient interface, the more significant influence on tourists’ purchase decision,and the regression coefficient value of the original site is only 0.024, showing originality can really affect tourists purchase decisions, but not the main factor;the regression coefficients of Individual factors and social factors are 0.216 and 0.199, the pursuit of entertainment and trust will affect tourists’ judgment, and social factors also can affect tourists behavior, but not the main factor;UGC travel website features(friendly, interactive, originality, instrumental) psychological reason, also have a significant impact to the tourists.