Research On The Influence Of Social Media On City Residents' Tourism Consumption Behavior

In the domestic market, WeChat gradually occupied the heart of the Internet,which is changing people using habits of media at the same time transforming their living way especially typical consumption way. In terms of tourism, with tourism law promulgated and widespread popularity of WIFI, tourists can share the travel experience and interact with other people anywhere at any time.At the same time, more and more tourists will search related information of tourism product to provide reference for travel decisions through QQ, WeChat, Microblog and Baidu encyclopedia, etc. Because tourism consumers have formed their own patterns of consumption behavior, and social media slowly changing tourism consumer behavior, this kind of consumer behavior reflected in tourism planning, tourism planning implementation and the whole process of tourism consumption of the end. Under the background of such a good environment, most enterprises of tourism, tourist destinations all want to use social media to attain some development in a new round of consumer market of tourism industry.But the current social media in the tourism industry has not been taken into account enough, not widely applied, and the domestic and foreign studies about relationship between social media and tourism consumption are very little. In view of this, article based on the social media, a Network media, taking social media features, tourism consumer adoption intention as the breakthrough point, to study urban residents' tourism consumption behavior. This study based on the research of social media, tourism consumers as the research object, adopting the way of interview and questionnaire survey. Compiling the research by social media to the influence factors of travel consumer behavior of urban residents, randomly selected nine hundred and ninety-nine local residents who have used social media for tourism consumption as the research objects and discusses the influence factors of social media for tourism consumer behavior. The results showed that:(1) In the tourism consumers surveyed, most frequently used social media is instant messaging(e.g., MSN, QQ, WeChat, etc.), then the Wikipedia and Baidu encyclopedia, as well as the social network(such as Facebook, Renren and Kaixin, etc.).(2) Survey about tourism consumers generally includes three types of travel purpose, sightseeing tour, entertainment tour, personal and family transactional tourists.(3) Tourism consumers in the use of social media in the process of tourism planning and schedule, focus on Internet word of mouth of tourism commodities, followed by tourism commodity price information, travel guides, etc., and in this survey, the travel agency information is the least travel information to travel consumers in the process of using social media.(4) Some dimensions of demography variables affect travel consumer concern for social media related characteristics. Mainly, individual owning the higher education level, the importance of the social media "sharing" and "through" to them is more strong; The higher income level of tourism consumers take social media "service quality" and "information validity” into account; In addition, the married travel consumers attach importance to "information validity" of social media than unmarried tourism consumers.(5) Eight characteristics of social media( "service quality", "interactive", "breakthrough", "information effectiveness", "participation", "information openness", "sharing", "convenience") for tourism consumers have positive role in promoting the adoption of intentions.In this paper, on the basis of empirical research results, have been put forward suggestions about word of mouth and brand community for the travel agency,; Comprehensive tourism marketing organizations and centralised social media platforms are proposed for tourism destination; The social media platform puts forward suggestions on the introduction of "cloud computing".