The Research Of Tourism Image Perception And Travel Intention Based On The Wechat Promotion

Nowadays,it has been relatively mature both in the domestic and foreign studies about tourism destination perception image,which not only focused on the tourism image destination types,the influence factors and measurement methods,there are also focused on the behavior model of tourism destination image perception.However,on the background of "mobile Interne +",it is pity that the research that explores the main social platform of modern society and information media-WeChat how to effects tourist destination image is not much.WeChat as a typical product of "Mobile Internet +" era,whose "dandelion" way of information dissemination based the relations circle and acquaintance network,provides tourism destination image transmission and reception with a very important media channel,but compared with the Microblog marketing,studies of its impacts on destination image perception is still at the preliminary stage,it is worth further analysis.Under the background of new media,this paper takes WeChat as a research platform to explore the image perception mechanism that WeChat influence on the undeveloped tourism destination,and can furtherly provides ideas for Wechat precise marketing of tourism destination image.On the basis of an integrated research literature about WeChat marketing and tourism destination image perception,and the basis of theoretical analysis,this paper proposes a behavior model of tourism image perception including tourism WeChat marketing as high order variable(including four latent variables)and cognitive image as intermediary variable with the SEM,and puts WeChat marketing,potential tourism destination image cognition and tourism intention into a holistic framework,then,this paper analyzes the tourism destination image formation process and the WeChat influence mechanism on travel intentions of potential tourists.Finally,on the case of Huizhou and taking the fans or users who is related to Huizhou tourism WeChat as the research object,this paper carries on a empirical tests and correction by using the methods of SEM.Results shows:(1)The popularity,interactivity of WeChat public platform and the opinion leader in WeChat groups or friends circle will significantly impacts on tourism destination image cognition.(2)It is not significant that the soft page environment of WeChat public platform acting to latent tourists on the tourism destination image cognition andtourism intention.(3)Though the popularity and interactivity of WeChat public platform both has a direct and indirect effects on travel intention,it not significant.(4)The opinion leader in WeChat groups or friends circle will significantly affects the travel intention.(5)Tourism cognitive image can significantly affects the travel intention.Based on the above analysis,this paper puts forward the following recommendations for Huizhou tourism Wechat marketing:(1)It is important to develop “information stimulator ”because the role of opinion leaders in the WeChat friends circle and relations group could develop trust between people.(2)Pay attention to a better tourism cognitive image,especially the natural image,the human image and tourism attractions,so as to stimulate tourism intention.(3)Fully employ the modern information technology to enhance the interactive experience and then to facilitate the sense of tourism image cognition.(4)In the era of information fragmentation,WeChat soft texts marketing is ineffective,it should to change the existing reliance on soft texts appropriately.(5)New technology cannot replace "man to man" character of tourism services.