A Study On The Impact Of Media Platform On Tourism Behavior

Under the influence of information technology,the way to access media information changes into exchanging and sharing actively from only accpetance passively,that bring great impacts and challenges to many traditional instustries.Traditional tourism enterprises to choose more television advertising,travel agencies and other tourism promotion to improve the tourism heat and corporate popularity.With the appearance and development of the media,the way of publicity of tourism enterprises has changed greatly.Tourism enterprises begin to tap market opportunities,use the we-media platform to understand consumer demands and issue the most accurate market position.On the one hand,we should make great efforts to balance the bad influence of information asymmetry,take advantage of the characteristics of comprehensiveness and openess in tourism,and add new forms of business development to the tourism industry.On the other hand,we can also promote a variety of media information service platforms and Improve the convenience of the user experience.We choose to use data analysis and other scientific means to provide accurate decision-making help for the users.The development of tourism and media integration has become an irresistible force to promote the transformation and change of China's tourism industry.The main purpose of this paper is to understand the influence of micro-blog on tourism decision making process and make contribution to improve travel's experience and help tourism enterprises to develop new marketing programs.Reference to Mayo and Jarvis's theoretical model,influence factors are divided into five aspects,what are subjective characteristics,attraction,interactive sharing,anticipation and decision making.At first,I use the method of questionnaire to obtain first-hand information.By the way,the questionnaire consists of two modules.Secondly,I use descriptive statistics to analyze the first module and talk about the situation that people use microblog in the dailylife.And the I make some data reduction about hotspots that most people focus on and come to the conclusions:Highly educated young people are the main force of micro-blog tourism;The tourism market has initially sprouted,and has broad space for development.At last,Structural equation modeling was used to analyze the second modules of the questionnaire and come to the conclusions:Contemplate experience makes the best influence on travel decision.The higher the expected value,the more conducive to people making decisions.The more people trust micro-blog information,the higher the perceived value of the expected value,the more conducive to people making decisions.Subjective characteristics and attractiveness have direct impacts on expected feelings.The more people's subjective characteristics,the stronger the attractiveness of information,the higher the value of the expected feelings.The more people interacts with micro-blog,the easier to make decisions.